The flapper demanded an equal social freedom; she left home and entered the world of business. “As she became the major purchaser of consumer goods, whole new industries, such as the cosmetics and beauty industry appeared. Thus she became a major prop for the mass consumer society” . The new woman of the era was shamelessly honest, yet egocentric. Above all, she considered all of these traits virtues. “She can take a man – a man of the hour – at his face value, with no foolish promises that will need a disturbing and disagreeable breaking” .
