25. Victory Red

Tune into epsiode 25 of A Cuppa Tea with the DBE to hear a very brief history of Victory Red - the lipstick that stormed the nation during World War II, symbolizing patriotism and optimism for service women and civilian women alike. 

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The Daughters of the British Empire is a 501(c)3 nonprofit American society of women of British or Commonwealth birth or ancestry. We share and promote our heritage while supporting local charities and our senior facilities across the United States. 

We are a diverse group of women standing together in friendship and charity, joined by a common bond - the Commonwealth of Nations, learning and growing together. 

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Theme music: https://megamusicmonkey.com/free-music-royal-tea-party-song-30-second-creative-commons/

Transcript

I’ve been thinking a lot about what it means to be a woman lately, and how sexism is still prevalent today, despite the progress made by the women who came before us. I’m grateful to be a part of an organization like DBE that includes so many women who have accomplished great things, so when I read about today's topic, I knew I wanted to share it with you. It’s a very short one today but… pour yourself a cup of tea, and get comfortable. 

As early as the days of women’s suffrage in the U.S., women like Elizabeth Cady Stanton and Charlotte Perkins Gilman favored red lipstick for its ability to shock men and they adopted its use as a sign of rebellion and liberation. In 1912, as suffragists passed her salon, Elizabeth Arden even handed out tubes to marching women. 

Fast forward to World War II. Axis leaders like Hitler and Mussolini condemned the use of makeup. It was Hitler’s belief that Aryans were naturally beautiful and therefore did not need makeup, and he especially hated red lipstick.

So, as factory labor and even some military duties fell upon women, the Women’s Auxiliary Corps was established here in the States, which we covered a bit more in episode X. It was during this time that Helena Rubenstein, brief description of who she is, was asked by the military to develop a grooming program for service women that would fit present and future defense needs, including exercises for posture and quick makeup tips. She took this opportunity to promote the classic vibrant red lip we now associate with the 1940s. 

Rubenstein also chose a bright red to accent the red chevrons, arm insignia, and hat cords of the various-colored defense uniforms, and none other than Elizabeth Arden was then approached to create a cosmetic kit that included a shade specifically designed for service women. “Montezuma Red” was developed in 1941 and issued to military women, along with a matching rouge and nail polish as part of their uniform. 

Slogans like “beauty is your duty” and featuring icons Rosie the Riveter spread across America and was considered an act of patriotism with red lips symbolizing victory and optimism. Women were encouraged to kiss their letters to their boyfriends and husbands on the front lines to raise morale. 

Montezuma Red was so popular that Elizabeth Arden went onto create Victory Red, a shade available to civilian women so everyone could express their defiance and patriotism. Some companies gave out free lipstick to women working in military warehouses, munitions factories, and anyone supporting the war effort. 

These shades stood for patriotism, victory, optimism, and the opposition of facism. 

If you want a faithful reproduction of Victory Red for your own makeup bag today, the company Besame has you covered. And even if its symbolism is lost on the general population, it’ll give you an extra boost of confidence as you think of all the rebellious and defiant women on whose shoulders we now stand.