In the process of promoting this philosophy, she has arrived at a pleasant bit of symmetry. The term "pin-up" became popularized during World War II, she explains, when G.I.s would pin pictures of their sweethearts or favorite stars on the inside of their foot lockers. Now, her service has become particularly popular among military families. Sometimes it's a female soldier who wants to take a few cheeky, dolled-up pictures before she is deployed. In another case, a woman signed up as a treat for her husband who is a Marine. When he came to pick up his wife from the studio later that day, Locks says, he was so amazed by her transformation that he became choked up.
"We don't always realize the power of lipstick," Locks says, before heading back upstairs to the Heartthrob Suite, a specially made photo set decorated with oversized pink, red, and white "BE MINE" hearts.
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