Who motivated women to be feminine more? Mens preferences or comments? Or the internal competition among women?

Please specify the era or time period you are talking about. I believe the source of motivation changed as time moved on.

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I saw two billboards today. Side by side. One was advertising Vaseline and the other one was advertising armed forces entrance exam coaching classes.
The model in Vaseline ad was very much feminine looking and the woman soldier marching was looking what a soldier is expected to look like.

That triggered this question, to be honest.
Who motivated women to be feminine more? Mens preferences or comments? Or the internal competition among women?
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