Abstract
This article studies the changing image of the Japanese women’s beauty in
the cosmetics advertisements of woman’s magazine “SHUHU-NO-TOMO” from
1931 to 1943. The image of Japanese Woman’s portrays in cosmetics advertising
had changed. to be young, natural, and healthy, because Japanese beauty was
considered that they didn’t look pale and white skin but had natural and young
one. The data suggest that a real shift in the relationship between makeup and
Japanese woman’ image has occurred on cosmetics advertising in consumer society.
