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Advertisement for X Bazin, a depilatory powder by Hall & Ruckel. Features a women smiling with her hands stretched to the sky.
Advertisement for a depilatory powder named X Bazin (1915).

Magazine advertisements begin to push for white women to remove their underarm hair.

1914

BEAU
Advertisement for a depilatory powder named X Bazin (1915).

A massive underarm hair removal advertising campaign emerges and strengthens over the next several years. The initial language is subtle and does not directly assign beliefs about "appropriate" gender to hair removal. As the years pass, the advertisements will more explicitly distinguish between a "right" and an "ugly" way to "be feminine."