The Digital Archive "Beauty and Hygiene Ads" and the Physical Archive, The Face Shop, together illustrate that with the technological development, advertisements are able to reach a wilder range of audiences and influence them through different strategies. At the same time, audiences have more ways of access to diverse advertisements. And they are able to decode the meaning through their own ways.

The content of advertising is constantly adjusted according to the audiences’ social values. People try to escape the ideologies and traditional social values we gained from previous medias, such as the conception of how a woman should be, and the idea of "makeup only belongs to women"... And the changing portraits of black people represent the change of social values towards a better way.

However, no matter how the contents, and the technology that are applied to advertising constantly changed, the main concept remains unchanged: to sell the products. To achieve this goal, advertising try different ways such as serving audiences' interests, applying them ideologies, to persuade people that makeups make them more secure about themselves and give them a better life. 

Nowadays more and more of us are wiling to accept male’s roles in makeup industry, and the booming in men's makeup industry also shows the potential of men's roles in future makeup advertisements. The social value and new market together promotes the content of makeup advertising to include a males' part. The target audiences of makeup advertisements are now from all genders.