From Japan, 1941: Countdown to Infamy, by Eri Hotta (Vintage, 2013), pp. 22-23:
The deglamorization of city life signified the resounding triumph of a publicity campaign to promote nationwide austerity—prompted by the prolongation of Japanese military engagement in China—that started in the summer of 1940. Fifteen hundred signs bearing slogans such as “A True Japanese Cannot Afford to Be Indulgent” and “Luxury Is the Enemy” (Zeitaku wa Tekida) were put up all over Tokyo (though the insertion of one syllable by a graffitist often turned the latter phrase into “Luxury Is Wonderful” [Zeitaku wa Su-Tekida]).
Volunteers from patriotic women’s associations took to the streets, leading this campaign. These righteous women admonished those who, in their vigilant eyes, wore the kind of lavish clothes they themselves had given up, and they handed out note cards asking them to “please exercise self-restraint.” Women who wore permed hairdos, rings, nail polish, lipstick, or gold-rimmed glasses were also targeted because they were seen as endorsing a “corrupt” and “individualistic” Western lifestyle. There was some angry resistance to this type of witch-hunting. One woman was spotted crying and shouting hysterically, “I can’t stand this!” A young man strutted down the street wearing makeup, daring the patriotic fashion police: “Well, aren’t you going to say something?” But these were very small acts of defiance in the larger scheme of things.
Department stores, once places where dreams were sold, came under strict surveillance, too. Every store was told to enforce a one-item-per-customer policy to discourage excessive spending, which was deemed disrespectful of the general austerity efforts. In 1935, the cosmetics company Shiseido began having beautifully presented “service girls” give free makeup lessons to customers at its department store counters, increasing sales of its beauty lotion twenty-three-fold within two years. But as the China War dragged on, “wartime care packages” replaced cosmetics as top-selling products. These packages, filled with little snacks, handkerchiefs, pencils, and notepads, were sent to soldiers at the front as a show of moral support from home.
