In recent times, use of American cosmetics has been propagated as a sign of
             freedom and autonomy. A woman is shown wearing US made lipstick and
             purchasing American products as evidence of their new found freedom. Media
             suggests that we can measure the "progress and success of developing
             nations in the global economy by highlighting the promotion and consumption
             of American beauty products in South American rain forests and elsewhere."
             It indicates that with globalization, American beauty products are now in
             massive demand around the world but not exactly because of quality but
             because they signify something important for women- progress and
             emancipation. An afghan woman buying American cosmetics is touted as the
             ultimate sign of freedom for once oppressed section of population.
             While it appears that supply and demand of American cosmetics is increasing
             around the world, it is also true that it took American cosmetic industry a
             fairly long time to carve its niche in foreign markets and educate the
             people about American idea of what's good and beautiful. But it was mainly
             because of the fact that American market itself wasn't aware of its
             domestic idea of beauty until after the Second World War. Before this time
             and especially in the late nineteenth century, cosmetics and beauty ideas
             were imported from other parts of the world. However with America gaining
             significance on the world scene after the Second World War, things began
             changing for the local cosmetic industry and a new and more Americanized
             idea of beauty emerged and soon it was being widely and aggressively
             exported, "The emergent American look -- visible in Gibson Girls and the
             New Woman -- conveyed an image that was natural, youthful, healthy, and
             wholesome. It was also associated with a modern outlook, represented by
             freer sexual expression, a social life outside the home and family, and
             individualism. These images were su...