The advertising industry pushed the line that women workers, often in overalls ,boots and wearing protective , heavy gloves , should not forget their "femininity. " To brace feminine muscles and internal organs against strain , every hard working woman (especially those leading a draught horse) needed to wear a Berlei scientific support. After working on the hot and sweaty munitions production line , Patsy scrubbed down with Lifebouy soap , which enabled her to overcome B.O. and snuggle up to shift worker Angus at a diner. The time would come when austerity would cease and "war cinderellas" would step into dream dresses and the exquisite adornment of silk stockings by Prestige. A cartoon warned against those American soldiers offering presents and a good time .
