Abstract
This research demonstrates how after World Warii, theuscosmetics industry was able to feminize cultural imperialism by using philanthropic efforts in order to expand its influence within the global market. This article presents four important frameworks in order to understand the role of capitalism, consumerism, and the cosmetics industry in a global arena: first, the cosmetics industry’s increased globalization after World Wari; second, the emergence of corporate social responsibility and philanthropy; third, selling products and advertising through philanthropy; fourth, the use of beauty and cosmetics as a way to employ a softer side of western cultural imperialism.
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