The latest beauty trends present a depressing new reality
But, as feminist discourse has mainstreamed, so too has the language around “empowerment” been manufactured as a response to a toxic beauty industry, in order to maintain the crippling beauty standards, without the sexist accusations.
Thus, the Beauty industry has evolved into a “self-love” or self-esteem movement. It first appeared in mainstream American society in the 1980’s, asking you to accept and even take pride in your imperfections but—of course—at a cost. You applied makeup because “you’re worth it” you wash with a certain soap because “beauty comes in all sizes”.
If you can bottle up, print and press, sew, and even eat feminism and self affirmation then market vultures will be there to sell it to you. You have Dove’s “Real Women” campaign, CoverGirl’s #GirlsCan sales pitch, and Pantene’s “Labels Against Women” advertisement tapping in to what’s been described as “femvertising”.
All of the aforementioned companies gleaned the monetary potential in using self affirming, capitalist feminism and despite the criticism they’ve faced they’ve still made considerable profit off these campaigns. It isn’t even just major brands attempting to make the case for consumerism as a means to feel good and in control, but beauty bloggers and writers who tell their readers that feeling “empowered” by a nearly $3,000 blazer, or a $500 pair of pants is reasonable instead of downright ludicrous.
If you find yourself overwhelmed by thoughts concerning your size, weight or physical attributes, Butterfly Foundation CEO Christine Morgan stresses that purchasing goods or beauty products are unlikely to help. “You may experience satisfaction in the first instance at purchasing a new product, but this will likely subside. It is so important that we address the underlying mental health concerns that may be causing these thoughts, rather than ‘fixing’ or ‘altering’ our appearance in the hope this will make us feel better.”
Article source: https://www.smh.com.au/lifestyle/beauty/the-latest-beauty-trends-present-a-depressing-new-reality-20180522-p4zgsq.html