Thu, 13 April 2017
The Midtown Manhattan stretch of Fifth Avenue, once known for its ensemble of extravagant mansions owned by the Gilded Age's wealthiest families, went through an astonishing makeover one hundred years ago. Many lavish abodes of the rich were turned into exclusive retail boutiques, catering to the very sorts of people who once lived here.
On the forefront of this transformation were two women from very different backgrounds. Elizabeth Arden was a Canadian entrepreneur, looking to establish her business in the growing city of New York. Helena Rubinstein, from Poland by way of Australia, already owned an established company and looked to Manhattan as a way to anchor her business in America.
Their products -- beauty! Creams, lotions, ointments and cleansers. Then later: eye-liners, rouges, lipsticks, mascaras.
In this episode we observe the growing independence of American woman and the changing beauty standards which arose in the 1910s and 20s, bringing 'the painted face' into the mainstream.
And it's in large part thanks to these two extraordinary businesswomen, crafting two parallel empires in a corporate framework usually reserved for men.
ALSO: Theda Bara, Estée Lauder, Max Factor and a whole lot of sheep and horses!
Visit boweryboyshistory.com for images described in this show as well as other articles relating to New York City history.