Self-Care in the 70s: Can we bring it back?

By Biba Hamer

(Photo from Pinterest)

Desperate times call for desperate measures. And by desperate times I’m referring to the fact that we’re all currently living in a world that seems more similar to a budget Sci-Fi or apocalypse film than it does everyday life. Similarly, by desperate measures, of course I’m talking about social distancing, panic buying hand sanitizer and excessively washing our hands. But amongst the chaos that is Covid-19 and the past 4 weeks of self isolation, we’ve forgotten what it feels like to get all dolled up and ready for a night out. I for one, spent the first 2 weeks just changing between pyjamas every couple of days. Because quite frankly what’s the point in looking good if there’s no one to see us ? Surely, if I’m living in a Sci-Fi film, I might as fully invest myself and embrace my role as zombie #238. But who says that loungewear can’t be fashionable as well as comfortable ? In times like these, it can’t hurt to practice a bit of self care. In fact, I would argue that right now is the perfect opportunity for us all, being stuck inside, to have a bit of “me time”. As part of this week's issue being revolved around 70s fashion, influences and icons, I decided to do some research into self care regimes and loungewear trends and that were popular, to see if any of these could positively reflect into our quarantine lives, and help us all feel a bit better. But first, a little on the history of self care.

The concept of looking after yourself and your body as a way of bettering your mental health as well as your physical appearance, is claimed to have began back in accident Greece, where women and men alike thought that it was an important aspect of like to be pampered- no wonder the famous statues always look so luxurious and relaxed. But after that, there’s pretty much no mention of self care all the way up until… you guessed it, the 70s. (Well to be precise the late 60s, but for the sake of this article we’ll over-look that) However, the meaning behind self care had morphed completely, now it was a radical political statement. A feminist and civil rights movement opposing the discrimination they endured from hospitals, salons, and fashion retailers. Women of a lower class, as well as people of colour were often made to feel uncomfortable or just completely barred from retailers and settings such as these, so they decided that it was time for a change. Low-income neighborhoods, as well as people of color began to set up community run non-profit services such as medical care, dental care, and cosmetic services such as hair dressers. From there, this idea flourished and grew, heavily promoted by the “hippie movement” of the 70s. But this wasn’t only an idea for women to embrace. The 70s was an important era for gender expression, men and women alike. This was one of the first times that men had been encouraged to embrace what had been considered traditionally “feminine” activities, like self care. The 70s showed a new perspective on skin care than the decades before it. Arguably due to the hippy movement, people became more interested in what went into the products that they were using on their skin. This meant that many products that had previously contained harsh chemicals were swapped for natural alternatives. Moisturised and clear skin was popular, and so products such as “ponds” facial cream, “hippie face” facial wash and many products by Estèe Lauder were a staple for many women. Ingredients such as oatmeal were included in lots of these products, for its antioxidant and cleansing properties. I think we can all agree we’d be willing to try out the natural vibes in an attempt to look like Stevie nicks or Blondie.

Now, we can’t forget about one of the most iconic aspects to 70s fashion : the hair. The dramatic, face framing blow-out’s. The long silky hair. The re-popularisation of the Afro. Again, similar to skin care a lot of natural products where in fashion, damaging chemical relaxers (used to straighten Afro or curly hair) were ditched. However, the perm was still heavily popular, for those beachy waves, but a more natural alternative was also developed “scatter perm” was a product similar to rollers, used to create the same effect as a perm, but with temporary and less damaging results. Rollers, where definitely a staple product for many women paired with some amazing blow drying skills, used to perfect that classic 70s style. Paired with the overall style, there was a huge trend for scented hair care, in fact there was actually a popular brand called ‘Gee your hair smells terrific’, selling shampoos and conditioners in many different fruity scents. But who can forget, the huge, Star Trek style; blow dryer, comb, straightener, curler, all in one contraptions where huge. Products such as the ‘super max’ claimed to give you the hair of your dreams (and probably the muscles too looking at the size of that thing).

The makeup trends in the 70s are arguably the most all-over-the-place eras for makeup, and here’s why. Boldeyes where IN, bright blue and green eyeshadow looks where incredibly popular, paired with dramatic long dark lashes , many women also opted for coloured mascara. However, make-up bases were extremely basic. A light bb cream was prefered by many women if anything, foundation was out and concealer hadn’t become popular yet. Bronzer and blush were crucial for the tanned, and glowing look that was aimed for most women, and highlights became popular amongst some, but not as we know it today to be glittery and blinding. It was often Vaseline dabbed onto the high points of the face, or a white eye pencil used on the waterline and inner corner of the eye. But that was about it for the face, eyebrows were left bare and most women opted for a more natural look and put down the tweezers. Lip glosses and balms were also Hugely Important for the 70s look, fruity lip glosses were popular amongst women of all ages. One of the most popular lip glosses was Yardley’s ‘pot of gloss’ and was a staple in the handbags and pockets of many women. So with a bold eye, a bushy brow and a bold lip, the 70s look was complete.

Imagine this, it’s a warm summer night in 1975, you’ve just been out to see Jaws play at the local cinema, you get home and put on your fleetwood Mac vinyl, put on some ponds facial cream and adjust your hair into rollers. But what to wear? 70s lounge wear was pretty similar to what we wear now, however it was pretty new for its time. Cute little co-ord sets and silky nighties were favoured, with paired big fluffy slippers and a head full of rollers. Styles like these (shown alongside) are a good representation of what was mostly popular.

So now you know a little bit of the history behind one of the most popular quarantine activities, and how to do it like a 70s goddess. Go! have fun, order some rollers, watch some 70s classics and most importantly stay home and stay safe! (Oh… and here’s a list of dupes for some of the products mentioned above in case you're interested in embracing your inner 70s gal.)

• Kiehl's ultra facial cream

• Dr paw paw red balm

• Carmex lip tints

• Clarinets moisturising lip oil

• Aveeno oat moisturisers and body butters Hair care

• herbal essence shampoos and conditioners

• Beach blonde John freida sea salt mist

• OGX liquid pearl serum

• GHD bristle radial brush

• Reliable/ metal rod rollers Makeup:

• colour pop blue moon palette

• Benefit California blush

• Benefit hoola bronzer

• Maybelline baby skin bb cream

• Pixi glow tonic