With the war finally over, a new age begins. Around the world, women are working, earning money, growing more concerned about their appearance and seeking ways to prevent grey hairs from revealing their age. Oréal hair dyes are a great success, even beyond the borders of France, breaking new ground in Italy in 1910, Austria in 1911 and the Netherlands in 1913, even reaching as far afield as the United States, Canada, the UK and Brazil.