This “research notes” examines the characteristics of Japanese eye makeup from the 1920s to the 1930s based on changes in its depiction in Yomiuri Shimbun. These changes in eye makeup in Japan also reflect modern Japanese cultureʼs unique process of incorporating Western culture into its own culture.
The notion of beauty changed after Japan emerged from its isolation in the Meiji era. The so-called moga (short for “modern girls,” or flappers) used eye makeup in the 1920s that was not a suitable style for Japanese women because this consisted of shading around the outline of the eyes. This was criticized by the public as inappropriate for the Japanese people. In the 1930s, the cosmetics experts introduced a makeup method that suited Japanese features. With this method, shadow was added to the edges of the eyes and blurred in a way that looked natural. Eye shadow was widely introduced in the media in the 1930s as makeup for going out at night or when wearing Western clothes.
Based on the above analysis, this article explains the makeup practices widely taken up in the media between the two world wars. Specifically, it clarifies the following three points: First, eye makeup methods in the 1920s were different from those in the 1930s. Second, Japanese moga played an important role in incorporating Western culture into Japanese culture. This is because the moga’s use of eye makeup brought about further changes in the concept of beauty and the use of eye shadow in the 1930s. Lastly, the correct method of Western style makeup was introduced around the 1930s by cosmetologists who acted as teachers. They showed that the correct method was what was suitable for Japanese features.
In addition, this study also shows that makeup in Japan was strongly influenced by social norms imposed on women, which significantly shaped makeup methods in daily life. When Western style makeup methods were used in Japan, it was necessary to make changes to avoid contravening Japanese womenʼs norms.
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