Short answers, pulled from the story.
Himitsu no Akko-chan began publication in 1962 within Ribon magazine. This series marked the first instance of a young girl using an object to transform into a prettier version of herself.
Toei Animation produced Sally the Witch in 1966 to bring the concept to Japanese television. The character Sally used her own compact to change forms whenever she needed help or wanted to play tricks on others.
Sailor Moon aired as an anime from 1992 through 1997 after appearing in magazines in 1991. This series combined transforming hero elements with traditional feminine interests like romance and fashion while featuring a team of female fighters.
Magical girl series challenge traditional views by showing young girls aged ten to fourteen wielding great power through feminine accessories. Older women frequently appeared as villains rather than heroes in many stories throughout the genre's history.
Pretty Cure became Japan's fifth highest grossing franchise as of 2010 largely because of massive sales figures driven by these products. Toy sets between 1990 and 1994 included pendants featuring feminine motifs such as hearts and stars while most items stayed pink throughout this period.