Chapter - 12

Women’s Business

Ilene Kantrov

Summary of the essay

This essay is about some women from America, who have been successful in their different business. They also did things to help other people. However, their interest in making money was usually more important than their interest in improving society. Many of the women used advertisements, which were incorrect. For example, Lydia Pinkham was in favor of stopping people from drinking alcohol but she sold her product, that itself was alcoholic in nature.

Lydia Pinkham adopted a new method to promote her business of remedy products. She showed equal concern for women’s social and economic conditions. She advised women on their health care. She advertised her business by printing her kind face with her products in the newspapers. Her practical suggestions were about diet, exercise, hygiene, nutrition, women’s diseases, etc. Her marketing strategies were not only an effort to promote her business but also a campaign for economic and social change. She cultivated herself as an image of a savior of sex (a person who could solve all the problems faced by women). Many of Lydia’s business methods were adopted by other women. Like Lydia, many women consciously used their images as women to promote their products.

Following Pinkham, Grossinger managed to make her impression as a Jewish grandmother in the eyes of her customers. Helena Rubinstein and Elizabeth Arden adopted a glamorous approach and tried to get publicity by marrying European aristocrats. Elizabeth Arden started to make cosmetics and tempted women customers by providing skin care and hairstyling services and giving advice on nutrition and exercise. Gertrude Muller started her business of child care products and published literature on child rearing. Annie Turnbo-Malone founded hairdressing business and developed new strategies to promote it.

Lydia’s image was that of kindly women, whereas Elizabeth and Helena had developed their images as glamorous fashionable women. Annie Turnbo-Malone, Helena Rubinstein and Jennie Grossinger were famous philanthropists. They showed their philanthropy by giving lots of money to hospitals, schools, and cultural organization. A philanthropist is a rich person who helps the poor and those in need, especially by giving money.