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In page Elizabeth Arden:

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Arden was largely responsible for establishing makeup as proper and appropriate, even necessary, for a ladylike image; previously makeup had often been associated with lower classes and prostitutes. She targeted middle-aged and plain women for whom beauty products promised a youthful, beautiful image.[citation needed] In her salons and through her marketing campaigns, she stressed teaching women how to apply makeup and pioneered such concepts as scientific formulation of cosmetics, beauty makeovers, and coordinating colors of eye, lip and facial makeup.[citation needed]