The industrial age was in full swing, and would soon create a shift in fashion that would contradict centuries of beauty theory: the notion of the "healthy tan." However, the old standard was still sticking in the Gibson girl's era. The spots and rough skin associated with a tan were undesirable and deemed a sign of both poverty (because it was a sign you were working outdoors all day) and of carelessness (because you hadn't swathed yourself in hats and scarves to protect against the sunlight.)
Far from healthy tans, a slightly blueish or purplish pale complexion was considered to even be desirable in some instances, as it showed the clearness of the skin. Tinted powders were even made to swing one in this direction. A brand mentioned in the previous post about powders, T. LeClerc, still produces a slightly purple shade of powder for the purpose of complexion enhancement. (And don't worry that it would make you look like Grimace from the old McDonald's commercials, the tint is in fact very very slight.)
For those who really needed help, plain white face powders were also made. L'Oreal brand actually has a white powder out that doesn't look overly clown-like, called "translucent matte", for those who might seek to imitate this classic appearance in our modern age.
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