In an age of boob jabs and moms saving for cosmetic surgery for their daughters, it's hard to believe that only a few decades ago, our ideals of beauty were so different. The '30s were a simpler time, and because of the Great Depression, makeup truly was a luxury for most Americans. That's why you'll see, among ads for Coty perfume and Bourjois lipstick, a few hard pitches for now-essential items such as toothpaste. Celebrity endorsements weren't as important, but glamour — along with a hefty dose of European inspiration — was essential. Take a look!