Beauty – Is there such thing as free choice?

“We provide the ultimate solution for Asian women who seek to become the ideal beauty”

These Uniface Masks promise to give women “a lifetime’s worth of confidence…to satisfy today’s beauty standards”. It may sound ridiculous but this funny concept is not far from the normal standards of beauty that encourage women to disapprove of themselves.  “Giant anime eyes, long lashes, a high nose bridge, and narrow chin and cheeks are all in one product.” Although the product is a joke, these are often the features women aim to attain when altering their appearance with products and plastic surgery in order to fit into perceptions of beauty. Mainstream media’s beauty standards constantly encourage women to alter their appearance in some shape or form. “The ultimate solution” indicates that there is something wrong with the appearance of women and their appearance must be fixed. Women so often do not have the free choice of being themselves and feeling comfortable with their natural aesthetics because standards do not allow women to be satisfied with their looks. Do we have a free choice in our aesthetics if they are only acceptable when followed by the mainstream standards of beauty? Especially if such standards are not aligned with what women actually look like? This also reminded me of a video I viewed on YouTube that displays a woman posing during a photo-shoot and the after effects of the image once altered in Photoshop. http://www.youtube.com/watch?v=17j5QzF3kqE While viewing the video one can see the huge amount of editing involved in order to change the woman’s features to fit the ideal. In the beginning she looks like a normal person but the subject changes drastically to reflect the perfect body and face. There are no free choices available for beauty if only certain looks are normalized. The UniFace Mask also reveals how industries love to profit off of women’s insecurities. As mentioned by Kilbourne, the media sells only one option of what is beautiful and it is often profitable for business when we feel bad about ourselves (Kilbourne 55). If industries are profiting on women’s insecurities then ours choices of expressions are narrowed because women will only want to conform to the ideal.

Take a look at Uniface Mask: http://www.unifacemask.com/#!Home

Book source: “Buy This 24 Year Old and Get All His Friends Absolutely Free” by Jean Kilbourne

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