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Beauty and the Beach

Beauty and the Beach

Datec 1936
Object numberANMS0450[020]
NameArticle
MediumInk on paper
DimensionsOverall: 290 × 210 mm, 8 g
ClassificationsEphemera
Credit LineANMM Collection Gift from Dale O'Sullivan
DescriptionMagazine article titled 'Beauty and the Beach' featuring photographs of Hollywood actors Marian Marsh, Florence Rice, Geneva Mitchell and Ida Lupino. The article talks of the 'safe' way to tan and remedies to try if you have contracted sunburn.HistoryThe idea of tanning was introduced in the early C20th. After centuries of avoiding the sun the wealthy began to embrace the look of tanned skin - an outward expression of leisure, wealth and health. Along with the ideal of tanned skin came a new industry to promote it. This included beauty products, swimwear, beachwear and accessories. The film industry became synonymous with this new look. Hollywood stars were frequently posed in beachwear and as in this case, using beauty regimes to facilitate the perfect summer glow. Australia was quick to embrace this tide as it played strongly into the notion of a beach culture that was growing locally. Although Hollywood influences were consumed, Australia designed and produced ranges of swimwear and leisurewear that fed a domestic market.SignificanceThe early decades of the tanning phenomenon were closely associated with Hollywood glamour and the 'fashion set'. California was at the forefront of this push for the outdoor look and actors were often used to promote beauty regimes and products.