The Civil Rights movement evoked in the 60s and people started to question the traditional values in society. As the Civil Right Act was passed in 1964, feminists though that the ban of racial discrimination should be applied to gender discrimination as well. Women followed the movement to express themselves to win the rights for the gender equality both in the society and at the home.
Women began to express themselves and what they really want to do, and the beauty and youthfulness of women started to drew the attention.
The images of women began to shifted from the" exclusively housewives" to "beautiful and fashioned women" during the middle 1960s.
They were often featured in the advertisements of clothes, cosmetics, and fragrance, and they began to be seen as "women" not just "housewives".
It seems to be the beginning of the objectification of women.