{"id":104779,"date":"2021-04-07T18:33:27","date_gmt":"2021-04-07T16:33:27","guid":{"rendered":"https:\/\/blog.artsupp.com\/glowing-skincare-by-fondazione-cirulli\/"},"modified":"2021-04-07T18:33:27","modified_gmt":"2021-04-07T16:33:27","slug":"glowing-skincare-by-fondazione-cirulli","status":"publish","type":"post","link":"https:\/\/blog.artsupp.com\/en\/glowing-skincare-by-fondazione-cirulli\/","title":{"rendered":"Glowing skincare by Fondazione Cirulli"},"content":{"rendered":"\n<p>It softens the effects of time, rejuvenates, everyone wants it: we are not talking about the philosopher&#8217;s stone but the perfect&nbsp;<em><strong>beauty routine,<\/strong><\/em>&nbsp;the care of the skin of the face and body through a series of steps that ensure health, hydration, and firmness.<\/p>\n\n\n\n<p>Skin therapist, skincare expert, make-up artist, beauty blogger\u2026 there are more and more professionals today who take care of the skin of the face and body. Equally numerous are the <strong>beauty lines<\/strong> dedicated to this, which continue to emerge, respecting the latest trends: bio, vegan, cruelty-free and,&nbsp;<em>\u00e7a va sans dire<\/em>, dermatologically tested. Very popular in the entertainment world is the launch of beauty lines for face, body, and hair by artists, singers, and actors from the big screen. Polished pages on Instagram outline their benefits, with dozens, hundreds, thousands of new&nbsp;<em>followers<\/em>&nbsp;following their advice.<\/p>\n\n\n\n<p>If the world of aesthetics seems so important today, we should not think it is an exclusively contemporary phenomenon. It is known that since the times of the <strong>ancient Egyptians<\/strong>, the use of makeup and cosmetic products was in vogue, for reasons not always purely aesthetic.<\/p>\n\n\n\n<p>Over the centuries, the&nbsp;<em>beauty routine&nbsp;<\/em>has accompanied generations of women with ingenious, sometimes daring solutions, but in line with the needs of the time and social role, and in step with the <strong>transformation of the female figure<\/strong>, her aesthetics, and her position within society and the family unit.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/6-1-734x1024.jpg\" alt=\"\" class=\"wp-image-84856\" width=\"532\" height=\"742\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/6-1-734x1024.jpg 734w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/6-1-215x300.jpg 215w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/6-1-768x1072.jpg 768w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/6-1-600x837.jpg 600w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/6-1.jpg 774w\" sizes=\"(max-width: 532px) 100vw, 532px\" \/><figcaption>Felix Fraschini<br>Hand Balsam, 1952<br>Massimo and Sonia Cirulli Foundation<\/figcaption><\/figure><\/div>\n\n\n\n<p>The <strong>1950s<\/strong> of the last century are marked by <strong>strong cultural and social revolutions<\/strong>. One of the main ones is certainly the birth of <strong>television<\/strong>, a moment that marks a turning point in the cosmetics industry, affecting the sales of makeup and beauty products, which suddenly experience a dizzying surge. During the 1950s, women return to the walls of the home, seemingly embodying the figure of the perfect wife and mother. Perfection not only in conduct but also in physical appearance. The categorical imperative is the uniformity of the complexion, white in winter and golden in summer. For this reason, using&nbsp;<strong>moisturizers<\/strong>&nbsp;and smoothing balms is part of daily life.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"450\" height=\"300\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/justin_jul23_bettydraper_post.jpg\" alt=\"\" data-id=\"84863\" data-link=\"https:\/\/blog.artsupp.com\/?attachment_id=84863\" class=\"wp-image-84863\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/justin_jul23_bettydraper_post.jpg 450w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/justin_jul23_bettydraper_post-300x200.jpg 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/wpid-wp-1419843168424-1.jpeg\" alt=\"\" data-id=\"84861\" data-link=\"https:\/\/blog.artsupp.com\/?attachment_id=84861\" class=\"wp-image-84861\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/wpid-wp-1419843168424-1.jpeg 1920w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/wpid-wp-1419843168424-1-300x169.jpeg 300w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/wpid-wp-1419843168424-1-1024x576.jpeg 1024w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/wpid-wp-1419843168424-1-768x432.jpeg 768w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/wpid-wp-1419843168424-1-1536x864.jpeg 1536w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/wpid-wp-1419843168424-1-600x338.jpeg 600w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"463\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/betty-1.png\" alt=\"\" data-id=\"84862\" data-link=\"https:\/\/blog.artsupp.com\/?attachment_id=84862\" class=\"wp-image-84862\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/betty-1.png 740w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/betty-1-300x188.png 300w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/betty-1-600x375.png 600w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/figure><\/li><\/ul><figcaption class=\"blocks-gallery-caption\">January Jones is Betty Draper in the award-winning television series Mad Men. Wife of the series protagonist (Don Draper, creative director of a well-known advertising agency based in Manhattan), Betty appears to be the perfect wife who embodies the stereotype of the bourgeois woman of that period: beautiful, impeccable, and well-groomed.&nbsp;<\/figcaption><\/figure>\n\n\n\n<p>The <strong>hydration of the skin&nbsp;<\/strong>is essential to keep it healthy; moreover, given the extensive use of makeup products, cream also serves to protect the skin from aggressive and atmospheric agents as well as to gently prepare the complexion for the application of makeup, which during these years of the <strong>economic boom<\/strong> begins to be sold door to door (one of the first companies to inaugurate this type of sale was the American Avon, for which Peggy Boogs, played by Dianne Wiest, works as a sales agent in the famous&nbsp;<em>Edward Scissorhands&nbsp;<\/em>by Tim Burton).<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1cc2dfbaf320bfeb4f5e2a39c71d6bd4-1024x576.png\" alt=\"\" class=\"wp-image-84864\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1cc2dfbaf320bfeb4f5e2a39c71d6bd4-1024x576.png 1024w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1cc2dfbaf320bfeb4f5e2a39c71d6bd4-300x169.png 300w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1cc2dfbaf320bfeb4f5e2a39c71d6bd4-768x432.png 768w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1cc2dfbaf320bfeb4f5e2a39c71d6bd4-1536x864.png 1536w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1cc2dfbaf320bfeb4f5e2a39c71d6bd4-600x338.png 600w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1cc2dfbaf320bfeb4f5e2a39c71d6bd4.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption><em>Peggy Boogs is a door-to-door sales agent for the Avon cosmetics company in the film Edward Scissorhands (Tim Burton, 1990)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>We are in a moment when the <strong>world of cinema<\/strong> continues to establish beauty as the main factor of charm, as also affirmed by the numerous magazines of the time which multiply the confessions of stars about the art of makeup, the <em>secret<\/em> to being beautiful, and still pages of advertisements for products that promise long and thick lashes, a&nbsp;<em>hairless<\/em> body, well-cared-for skin, a&nbsp;<em>magical<\/em> gaze, shiny&nbsp;<em>hair<\/em>&nbsp;or&nbsp;<em>soft, shiny, silky<\/em> hair.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"710\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/5-1024x710.jpg\" alt=\"\" class=\"wp-image-84865\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/5-1024x710.jpg 1024w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/5-300x208.jpg 300w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/5-768x533.jpg 768w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/5-1536x1065.jpg 1536w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/5-600x416.jpg 600w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/5.jpg 1557w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Anonymous<br>Palmolive Shampoo, 1957<br>Massimo and Sonia Cirulli Foundation<\/figcaption><\/figure><\/div>\n\n\n\n<p>If today it is <strong>Instagram<\/strong> that influences generations of women with ever-new beauty lines launched by celebrities with millions of&nbsp;<em>followers<\/em>&nbsp;(just think of Rihanna, Lady Gaga, Gwyneth Paltrow, Kyle Jenner, Pharrell Williams), seventy years ago the communication medium par excellence was <strong>television<\/strong>, an absolute novelty that also changed the rules of beauty in the female world.<\/p>\n\n\n\n<p>The <strong>influencers<\/strong> of that time? Marilyn Monroe, Dorothy Dandridge, Greta Garbo, Anna May Wong and the Italians <strong>Sophia Loren, Gina Lollobrigida, Claudia Cardinale, Monica Vitti<\/strong>, undisputed stars of that cinema that plays with the body, light, the screen, and the senses of the viewer, raising the expectations and desires of the era.<\/p>\n\n\n\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"781\" height=\"1080\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84866\" data-id=\"84866\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/3.jpg\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/3.jpg 781w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/3-217x300.jpg 217w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/3-741x1024.jpg 741w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/3-768x1062.jpg 768w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/3-600x830.jpg 600w\" sizes=\"(max-width: 781px) 100vw, 781px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Used Lux, the soap of 9 \u201cstars\u201d out of 10, 1953 offset print on paper Massimo and Sonia Cirulli Foundation<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"1080\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84867\" data-id=\"84867\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/4.jpg\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/4.jpg 762w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/4-212x300.jpg 212w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/4-722x1024.jpg 722w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/4-600x850.jpg 600w\" sizes=\"(max-width: 762px) 100vw, 762px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Used Lux, the soap of 9 \u201cstars\u201d out of 10, 1953 offset print on paper Massimo and Sonia Cirulli Foundation<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"775\" height=\"1080\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84868\" data-id=\"84868\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/2.jpg\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/2.jpg 775w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/2-215x300.jpg 215w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/2-735x1024.jpg 735w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/2-768x1070.jpg 768w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/2-600x836.jpg 600w\" sizes=\"(max-width: 775px) 100vw, 775px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Used Lux, the soap of 9 \u201cstars\u201d out of 10, 1953 offset print on paper Massimo and Sonia Cirulli Foundation<\/figcaption><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>In those years, in addition to television, <strong>posters<\/strong>, displayed on the streets and printed in women&#8217;s magazines, advertised beauty products for women&#8217;s body care.&nbsp;<\/p>\n\n\n\n<p>Very popular in the second half were the products of the brand <strong>Lux<\/strong>, a company founded in 1889, now based in Singapore, which started with laundry soap production and then launched its first bath soap in 1924. Lux is also distinguished for being <strong>one of the first brands to be advertised by celebrities<\/strong> from the entertainment world, becoming known as the \u201csoap of the stars.\u201d In these posters preserved in <strong><a href=\"https:\/\/www.artsupp.com\/it\/fondazionecirulli\">Fondazione Cirulli<\/a><\/strong>, the face of the <em>influencer<\/em> prominently features alongside the brief and direct advertisement with the typical advertising language of the time: the use of the imperative makes the message appear as a statement without any possibility of doubt or discussion; note also the use of the definite article, which has an elevative value: a product becomes <em>the<\/em> product par excellence.<\/p>\n\n\n\n<p>Also <strong>Leocrema<\/strong>, at the time a Chlorodont product, chooses a brief and highly communicative advertising message, with the brand name prominently displayed. The female figure featured in the poster is characterized by a<strong> fine and elegant beauty<\/strong>, a beauty that the advertised product seems to promise: a well-groomed hand gently applies moisturizing cream to a flawless complexion, true visual bait aimed at provoking emotions and desiring the advertised product.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1-759x1024.jpg\" alt=\"\" class=\"wp-image-84869\" width=\"533\" height=\"719\" srcset=\"https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1-759x1024.jpg 759w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1-222x300.jpg 222w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1-768x1037.jpg 768w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1-600x810.jpg 600w, https:\/\/blog.artsupp.com\/wp-content\/uploads\/2021\/04\/1.jpg 800w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><figcaption>Gian Rossetti<br>Leocrema is a balm for the skin, 1950<br>Massimo and Sonia Cirulli Foundation<\/figcaption><\/figure><\/div>\n\n\n\n<p>The poster <em>Leocrema is a balm for the skin<\/em>, preserved in <a href=\"https:\/\/www.artsupp.com\/it\/fondazionecirulli\">Fondazione<\/a>, is the work of the creative <strong>Gian Rossetti<\/strong>, a student of Gino Boccasile, whose activity was very vibrant in the <strong>Fifties<\/strong>, especially as a poster artist for commercial signs created for major companies including <strong>Pavesi, Marzotto, Galbani, and Barilla<\/strong>.<\/p>\n\n\n\n<p>Like many other categories, just think of the world of <em>food<\/em>, <em>automotive<\/em>, and <em>fashion<\/em>, the <em>beauty<\/em> sector also began, from the early decades of the last century, to entrust its <strong>communication and marketing strategy<\/strong> to <strong>some of the most established creatives and artists of the time<\/strong>, with significant advertising campaigns that are still studied today, decades later (and it is known that for the world of marketing and advertising, this is a very long time) for their <strong>modernity<\/strong> and <strong>communicative effectiveness<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"tmnf_excerpt\"><div class=\"tmnf_excerpt\"><p>It softens the effects of time, rejuvenates, everyone wants it: we are not talking about the philosopher&#8217;s stone but the perfect&nbsp;beauty routine,&nbsp;the care of the skin of the face and body through a series of steps that ensure health, hydration, and firmness. Skin therapist, skincare expert, make-up artist, beauty blogger\u2026 there are more and more &hellip;<\/p>\n<\/div><\/div>","protected":false},"author":18,"featured_media":84865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[910],"tags":[2755,2753,2751,2754,2752],"class_list":["post-104779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speciale-opera-en","tag-beauty-routine-en","tag-fifties-en","tag-fondazione-cirulli-en","tag-posters-en","tag-skincare-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The beauty routine of the &#039;50s: the Glowing Skincare by Fondazione Cirulli<\/title>\n<meta name=\"description\" content=\"Skincare and the beauty routine in the 1950s through a selection of refined posters from Fondazione 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