“Beauty” often involves an interpretation of some entity as being in balance and harmony with nature, which may lead to feelings of attraction and emotional well-being. However, the definition of beauty for women has been manipulated for the sake of cosmetic industry’s benefit.
Being the most powerful consumers and making 85% of all purchasing decisions, women have been very ideal target group for marketing. Therefore, since late 18th a vast investment on cosmetic products were made, followed by intensive advertisements in media (fashion magazines, TV, radio, etc.) to sell their products. In 2008, over 95% of world’s creative advertising directors (in 2008) were men, and not surprising that in order to encourage women to buy their product, the description of “beauty” and “attractiveness” was reformulated from men’s perspective.
Many young women and teenagers would just follow what dictated by mode, instead of finding and seeking their owns’ spirit of beauty. Consequently, dwell-like competitive efforts amongst women for a more gain of “beauty” drastically increased makeup industry’s interest.
(TEHRAN, IRAN, 2018-2019)
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