People use signs to associate themselves with the most successful groups within their society. In cultures where pale skin is valued, people modify their behaviour to avoid acquiring a tan or use beauty control cosmetics and skin care makeup (e.g. in Europe in the Middle Ages and in China, the only people who had dark skin were the poor peasants. Beauty control cosmetics review indicates, that the aristocracies therefore valued pale skin as an indicator of their wealth and often relied on lead or other poisonous ingredients in cosmetics to create the lustrous white complexion seen in portraits from the sixteenth-century onward). Cosmetics or skin care makeup are substances to enhance the beauty of the human body, apart from simple cleaning. Beauty control cosmetics use is widespread, especially among women in Western countries. Beauty control cosmetics review underlines, that the cosmetics industry is currently dominated by a small number of multinational corporations that orginated in the early 20th century. Of the dominant firms, the oldest and the largest is L'Or?al, which was founded by Eugene Shueller in 1909 as the French Harmless Hair Colouring Company. The true beauty control cosmetics market developers were the 1910s American trio Elizabeth Arden, Helena Rubinstein and Max Factor. These firms established the skin care makeup market and were augmented by Revlon just before World War II and Est?e Lauder just after. Usually, the goal of wearing skin care makeup is to make the wearer more attractive. For most women that involves simulating the appearance of health and youth by beauty control cosmetics. Eyeshadow, eyeliner, and foundation is worn to present the mascara worn to make the eyes appear larger, and thus more youthful and innocent. Blush is worn to mimic the appearance of young skin flushed after exercise. Lipstick makes lips look larger, hides imperfections, and can make lips look more like the lips of a younger person, with thinner skin. One beauty control cosmetics review leads with a sociological theory of skin care makeup. It (among other things) claims that the role of modern cosmetics is not just to simulate youthfulness and health, but also, to an extent, sexual arousal. Wide eyes, flushed cheeks, and red lips can all be indicators of arousal, although most women would probably call this style of makeup "looking sexy." More general than enhancing beauty, the change of physical appearance is achieved by specialized forms of beauty control cosmetics (stage makeup), used to present actors in roles in the theatre and in screen productions. Skin care makeup may also be used to make one self look older. Young girls often try this at a young age with their mother's makeup. As they get older they realize that it is more to their advantage to look younger and sexier. Halloween is a time when any one young or old, male or female may use makeup and not feel out of place. Skin care makeup needs to be present at any woman's disposal. Though the healing properties of beauty control cosmetics are undisputable, it is necessary to exercise great caution as regards their use. In skilled hands beauty control cosmetics products turn into powerful and effective tools.