Elizabeth Arden and Victory

Connie Ford, photographed by Philippe Halsman, used  to launch Victory Red campaign 

Elizabeth Arden, along with many other US cosmetic companies, changed the way they marketed their products during World War Two.

September 1941 

Marketing now focused on how makeup, especially lipstick, had a role in making women look and feel strong and featured women in uniforms and factory overalls.

Elizabeth Arden, 1942

Lipstick colours were produced with names like "Victory Red" and shades were developed  to compliment uniforms.

Elizabeth Arden's newest lipstick color - Montezuma Red... inspired by the brave, true red of the hat cord, scarf and chevrons of the Women in the Marines. A vivid red to wear with black, white, gray, beige, navy and tweeds. A tribute to some of the bravest men and women in the world. 

In July 1942 the War Production board issued Order L-171 which restricted some manufacturing, banned the development of new products and reduced production by 20%.

However within four months the board rescinded this order and called for women to curtail their use of cosmetics voluntarily and declared cosmetics to be "necessary and vital" to the war effort.