True. Although that was long ago so I would image most high ranking military males are less "old school" now. Not too many Mad Men types chasing women around desks anymore (God I hope not). It was more To comment that the higher educated are less likely to do that kind of thing when my experiences have been the opposite.
Back on topic: As far as women buying tons of stuff (and I agree many non-mustashian women do that) I have no idea why they buy so many multiples of things. Is shopping a hobby? An addiction? Is buying 100 different bottles of face cream or perfume or whatever really needed to make on feel better about themselves? Or to be seen as valued by society? Or some kind of hunt for perfection? I get that many women need (or feel they need) to do all that but why 50 shades of red lipstick instead of just one or 2?
It's the same as any collector hobby.
For makeup there's a combination of factors.
First, there is a constant pursuit of perfection, conceptualization that the right red lipstick will make them feel beautiful. There's also the reality that faces change over time and the same red lipstick that worked for them a few years ago no longer looks good. I personally don't wear much makeup day to day, but I am professionally trained and do enjoy doing makeup for events. I've had to radically change up my style as I've aged.
That brings us to aging. Society absolutely lowers a woman's perceived value in proportion to how old she looks, so the creams and shit are all snake oil promising youth. They do help, for sure, a combo of hyaluronic acid and retinol absolutely does make my skin look much younger. No question.
But unless you have a solid understanding of the science behind these products, it's very easy to get scammed by marketing.
Today's youth are much more savvy about this and have catapulted brands like The Ordinary, which are transparent and sell cheap, high quality products with brand names that are their active ingredients. They also follow influencers who demystify products. They are profoundly informed beauty buyers.
On those influencers though. That's a double edged sword. As much as they are getting very insightful education about skin chemistry, they're also sucked into an online culture of beauty, and makeup trends.
These days makeup as self expression has exploded with micro trends lasting as much as a few weeks or even days. These trends require products. Lots and lots of products.
It's not just about looking young and pretty anymore, it's about being part of a community and submitting your latest photo of your version of the current "esthetic."
This drives a more volume based fast fashion industry of makeup and clothes to be able to capture photos of the lastest "esthetic."
I listened to a CBC story about the "clean girl esthetic" and the problematic racist underpinning. It was very interesting. There's A LOT of complicated self-reflective discourse going on with respect to Gen Z values, their power to disrupt and how that, in and of itself, is being capitalized upon to promote dominant hegemonic values.
So Gen Z basically bankrupted legacy cosmetic giants like Revlon and created the rise of smaller independent cosmetic companies, many owned by folks who aligned more with their values, but with that came it's own economy and evils.
What happens when the fun, Indy company that promotes self expression through less expensive, higher quality products becomes the big player looking to exploit the very followers who made them??
It all comes back to the double edged sword of being evaluated.
Is there value in young women (and increasingly young men) turning to makeup as a form of rebellious self expression and rejection of dominant values? Yes.
Is there value in these folks congregating online, seeking community validation and receiving praise? Yes.
Is there value in this launching small independent brands from nothing to be able to compete with corrupt legacy behemoths? Absolutely.
Are there tons of opportunities for evil and damage within a community that centers on validation for appearance?? Oh fuck yes!!
For women, the love of makeup is a very, very complex relationship with self esteem and art of self expression.
Is makeup empowering or subjugating? Yes
A friend of mine has a tween daughter who has literally thousands and thousands of dollars worth of eyeshadow palettes because she gets them for every single birthday/Christmas/graduation/etc gift and her family is wealthy.
She's unbelievably passionate about self expression through makeup and spends hours a day doing her own looks and others when they'll let her. It's her dream to become a makeup artist influencer and develop her own palettes eventually.
With the world of influencers and social media, the line between consumer and professional is so blurred that a fixation on your own esthetic can actually be a career ambition.
So yeah, I don't have a simple answer for you.