
The ideal of feminine beauty up until the early twentieth century was a fair, white complexion. To some degree, this probably had its origins in economics: if you were pale and soft-skinned, it meant you didn't spend your time out of doors working in the fields or taking care of farm animals...which meant your family could afford to have other people do that work for you.
And if (oh, horrors!) you were negligent and let your parasol drag behind or used it to keep obnoxious suitors at bay, then you rushed home to apply one of the dozens of commercially prepared lotions, like "Godfrey's Extract of Elder Flowers...To be had of any respectable Perfumer or Medicine Vendor in Bottles at 2s. 9d. each" which promised to "...communicate a refreshing coolness and softness to the skin, and completely remove Tan, Pimples, and cutaneous Eruptions...."
By the late nineteenth/early twentieth century, this attitude had changed. As more young women of the lower economic classes took jobs in factories and shops and offices, having a tan (a light one, mind you--just a glow) implied that you had the leisure time to engage in healthy outdoor pursuits like tennis or golf or riding and weren't stuck indoors all day, working for a living...in other words, a completely opposite attitude!

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