The flavor surrounding the 1920's was one packed with energy and youthfulness juxtaposed between the end of the conservative Victorian era and the depression of the 1930's. Similar to other post war decades, the role of women began to change. Women in Britain (1918) and in America (1920) with the passage of the 19th amendment in America gained suffrage. Women began to enter the formerly male dominated workforce especially as typists and secretaries in offices. Modernization of factories led to mass production of goods in many areas. The simple modern cut allowed efficient production of many styles which were inspired by the couture of the Parisian houses for the growing consumer population. Electric motors for sewing machines and refrigerators also revolutionized housework for many women. The movement for mechanized efficiency was evident in many areas of industry. Henry Ford was able to reach a mass market with assembly line innovations for production. Fashion designers such as Coco Chanel promoted tailored simplicity as the new image of beauty.