Two major shifts, in culture and conscienceness, took place in 1920; Prohibition and American women winning the right to vote.
Social mores in place for a century were obliterated among young women in 1920. Liquor consumption sky rocketed, skirts shortened, music heated up and America's Sweetheart morphed into The Vamp.
Women, like my great aunt Bunny, discarded old, rigid ideas about roles and embraced consumerism and personal choice. They were often described in terms of representing a "culture war" of old versus new.
Read more about Maybelline and it's effect on the modern woman during the 1920's in The Maybelline Story and the Spirited Family Dynasty Behind It. Signed copy available.