In this paper, the newspaper Folha do Norte do Paraná is both source and object of research. Woman beauty representations were sought in the period comprising the years 1962-1964. In analyzing such press, founded by Catholic Church (Diocese of Maringá/PR), it is aimed to understand, from this regional level, the historical sociocultural constructions of woman space in the northern Paraná society. It was listed reports of the column named Folha Feminina, space from this print medi a that speaks directly to women. The tips, advices and beauty appeals present in the matters are permeated by values, norms and behaviors that intended to delineate femininity at the time. Simultaneously, the identified representations show nuances and changes in relations to hegemonic models, suggesting influences from social dynamic of the studied period. [ABSTRACT FROM AUTHOR]