Tupperware was developed in 1946 by Earl Silas Tupper (1907-83) in Leominster, Massachusetts. He developed plastic containers used in households to contain food and keep it airtight, which featured a then-patented "burping seal". Tupper had already invented the plastic for Tupperware in 1938, but the product succeeded with the emergence of the "sale through presentation" idea, held in a party setting.
Tupperware developed a direct marketing strategy to sell products known as the Tupperware party. The Tupperware party allowed women of the 1950s to work and enjoy the benefits of earning an income without completely taking away the independence granted to women during the Second World War, when women first began entering the labor market, all the while keeping their focus on the domestic domain. The "party plan" model builds on characteristics generally developed by being a housewife (e.g., party planning, hosting a party, sociable relations with friends and neighbors) and created an alternative choice for women who either needed or wanted to work.
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