Postwar Europe adopted much of the American way of life. It was the beginning of a new era for cosmetics, which aimed at bringing together luxury, elegance and science. The media played an important role in the diffusion of
trends, contributing both to the promotion of new
products and to the appropriation of new care, hygiene and beauty habits. Television and the cinema provided new markets for makeup products, which had to adapt to the evolution of shooting techniques and to the mastery of
light. It is in this context that, around 1950, René Alquier, from the Guerlain research laboratories, started working on the laws governing color. Cream makeup [1] in tube for the eyelashes applied with a small brush, were
a new addition to tablet mascaras. Before the war, the heat from the powerful projectors caused mascara to run: the first waterproof tablet mascara was then invented. Later, it was to come as a brush and to have its specific
remover.
