"Make-up" is interpreted differently according to the background and necessity of the times, and has changed in various ways according to the cultural flow of a certain period and the change in women's socioeconomic status. For women, make-up is a form of expression that is associated with social context and is sometimes used as a tool to convey specific messages of the time. Thus, makeup can be used to infer the social femininity norms and standards of beauty at the time. Especially in modern times, the concept of 'make-up' has become newly recognized and expanded as the exclusive property of women who are distinguished from men. In other words, the concept of make-up has emerged as a social means of being attractive and as a means of meeting the 'femininity' required by society.
It was during the exhibition that the makeup policy as the norm of femininity was most prominent. For example, during World War I, there was a surge in advertisements that forced makeup as a duty for women to maintain femininity in an atmosphere where women participated in economic activities on behalf of men. In addition, World War II is a typical example of 'patriotic citizenship' and forced social femininity through the makeup of women in government-led propaganda advertisements. The image of women in these propaganda ads shows what the popular image of women was required by society at that time through makeup. Therefore, in this study, we would like to study the change in female image by analyzing the change of social upheaval of war on women's makeup.