Beauty and Benevolence: A History of the Cosmetics Industry's Globalization through Philanthropy

摘要

This research demonstrates how after World War Ⅱ, the US cosmetics industry was able to feminize cultural imperialism by using philanthropic efforts in order to expand its influence within the global market. This article presents four important frameworks in order to understand the role of capitalism, consumerism, and the cosmetics industry in a global arena: first, the cosmetics industry's increased globalization after World War Ⅰ; second, the emergence of corporate social responsibility and philanthropy; third, selling products and advertising through philanthropy; fourth, the use of beauty and cosmetics as a way to employ a softer side of western cultural imperialism.