Department stores were designed as modern feminine spaces and featured the latest fashions and trends. Rest rooms were provided, and tearooms gave women a place to meet and socialise – or fortify hungry children. These fashionable young women stand in front of the Serenade beauty-products counter in a Wellington department store in 1938. Beauty counters were money-spinners for stores and were strategically placed at the main entrance.
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Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.