Produse de igienă și înfrumusețare în Timișoara interbelică
Hygiene and beauty products in interwar Timișoara

Summary/Abstract: Hygiene was one of the important items of the lot of emancipation factories, which runs in Timișoara daily life within the interwar period. Hygiene, coming from the Greek name of Hygieia, Asclepius’ daughter, the medicine god, means the series of conditions and practices that constantly maintain health.Auxiliary based on hygiene, the field of beauty making contributed to identify and promote the cult of exterior image, through advertising, like a real industry.The advertising message was built to leave the potential client see only the qualities of the product not its deficiencies. The advertising in interwar period might be the ideal of the great corporations of today, with the advertising to say all, leaving no space for interpretations and totally directing the product toward the consumer. Timișoara re-found its former social-economical identity after I World War. So, the territorial-political liberation brought in its train a spiritual-creative releasing able to forecast an almost total daily life bold re-initializing. The hypothesis of modernizing took place within the society in Timișoara, generated by a social metamorphosis and mental changing which is mainly put in light by the young inhabitants who adopted the stylistic trends of the developed Western Europe.The beauty industry’s model transposes the contemporary women’s look in shapes tacitly going from natural to artificial. The women’s natural beauty came so to be falsified by fashion products and those ones generated an artificial beautification due to need of opening a large market for colors, cold creams, lipsticks, and mascara.

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