Last Updated 04 Jan 2023

The Daily Face Makeup

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In countries around the globe, women are listening to radio, watching television and reading magazines. These three types of media have helped lead to the expansion of the beauty industry. In an article published on Zion Market Research in 2017, the beauty industry was worth 532 billion dollars. Large companies like Procter and Gamble, Unilever, and L’Oréal all contribute to the success of this industry. These companies entice women by using advertisements that display health and hygiene products that promote cleanliness, makeup and hair products to mask imperfections, and cosmetic surgeries used to alter the way a woman looks forever. The affect it has on women also plays a role on their children as well. For instance, the children who are on the reality television show Toddlers and Tiaras are losing their innocence due to their parents lacking ways to raise young girls in the traditional sense, this is an example of modernism.

Modernism, “can be viewed in terms of liberation from outdated traditions that prevent people from building better lives for themselves and their children”. The boom of the beauty industry began in the early 20th century, starting with soap, expanding to makeup, and then turning to plastic surgery. Advertising companies have preyed on a woman’s constant need to feel attractive and beautiful. The beauty industry has stripped away the need to have a natural appearance to make these products more appealing to purchase. Sociologists explain that beauty effects the way humans interact with each other. At a very young age of life women are taught to value their relationships with men over other things, and that men are only attracted to them due to their beauty. This begins the creation of the idea that women must be beautiful in order to attract men, and indirectly links her beauty to the level of happiness she can achieve. Young girls are also being affected by the beauty industry because they see how their mothers react to it.

Whether its covering their face full of makeup every day, starting the newest diet trend, or receiving cosmetic surgery to change something about their bodies, they are allowing their daughters to see The article titled “Policing Childhood Through the Learning Channel’s Toddlers and Tiaras,” gives plenty examples on how the beauty industry is affecting the lives of children. Mothers, in the show, are so entertained with living vicariously through their children that they tend to lack concern with preserving their childhood. The way the children are dressed and how they behave are similar to that of adults. Young girls’ childhoods are threatened when their parents are allowing them to dress and behave like adults. Traditionally, women were supposed to be caregivers. In the article, the author explains how women were meant to protect and ensure purity. When the feminist movement occurred in the 1970s however, this ideal began to slip away as women began paving ways for themselves, instead of their children.

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Researchers have made the remark that smooth skin, thick hair, and a symmetrical body are favored in most cultures. Beauty, in a physical form, grants personal satisfaction and social acceptance. In most cultures, personal beauty is the most important quality woman can have. It can be concluded from this research that the amount of beauty one possesses relates to the amount of beauty a woman will receive. The article, “Tricking and Tripping: Fieldwork on Prostitution in the Era of Aids,” explains the reason most women become prostitutes is due to the lack of love for themselves and the love they were given. In the in-depth interviews, the lack of love that the women received as children also played a role into why they choice to become prostitutes.

In the first stages of the beauty industry, the first floating soap bar was created and named Ivory Soap. It was created by Procter and Gamble, otherwise known as the American company P&G. The P&G branding label can now be found on Crest toothpaste and Dawn dish soap. During this time period cleanliness and godliness were hand and hand which is why the Procter and Gamble British counter partner, Unilever, impacted the United Kingdom so heavily when it created its own laundry detergent. The Lever brothers created Gold Dust laundry detergent and sold it to United Kingdom consumers in 1897. The beauty industry saw an opportunity to make cleanliness an important role in their campaign ads and people in the United Kingdom acted the same way as people in in America, and wanted whatever product would create a clean environment and a clean body.

The second step into expanding the beauty industry was by using the actresses in the 1920’s, when women began comparing themselves to women on television. In 1907 a French chemist named Eugene Schueller started the company L’Oréal. L’Oréal began as a hair dye company. Blonde hair coloring has been a top seller for boxed hair dye, and in the Unites States it is approximated that about 40% of women blonde to their hair. L’Oréal sold its products to Parisian hairstylists, but not long after this, the company decided to branch out into makeup products. Elizabeth Arden and Helena Rubinstein were two women who began at their own salons before making a name for themselves. Rubinstein was born in Poland, emigrated to Australia, and later moved to the United States while establishing salon businesses in Europe, Australia, and America. Both Rubinstein and Arden’s makeup have lasted for centuries and still remain as luxury makeup items today. During this time in the 1950s, a large portion of advertising was done over the radio, and this caused the American beauty companies to gain more followers.

The next stage of makeup leads to women’s desires to have clear complexions. By the 1960s a majority of advertisements took place on the television. While the television was being used in American, the creation of magazines was being used in other countries. These magazines contained lightly complected women leading to skin fairness becoming the top priority to obtain beauty in other countries. In China, East Asia, and South Asia, the possession of a clear, fair complexion is the most desired quality in a woman. Through the widespread use of advertisements containing women with whitened skin, it resulted in large productions of skin lightening products. A majority of these products claimed they could whiten and improve the overall quality of a woman’s skin. In India, the most successful facial cream was the brand Fair and Lovely. The marketing of light colored skin was a huge part of the beauty industry in Asian counties.

The third step of turning the beauty industry into a billion-dollar business was the promotion of cosmetics surgeries. The beauty industry continues to grow and the large production companies like Procter and Gamble, L’Oréal, and Unilever have been joined by Japanese companies like Kao, who created products that appeal to the Asian markets, and German companies like Beiersdorf, who have created the brand Nivea that is now sold in the United States. The media has focused on making women believe that beauty and youthfulness are the same thing, and to achieve beauty women must do whatever they can to stay looking youthful. As the industry continues to transform, so do the various types of advertisement; however, alongside advertisements are reality television shows now displaying the need for weight loss, facial reconstructions, and full body makeovers.

These many forms of television platforms make women deem themselves as lacking beauty in some type of area. For instance, the television drama Nip/Tuck was aired all over the world from the United States to New Zealand. This show consisted of doctors who would perform cosmetic surgeries in every episode, and was a gateway into making cosmetic surgery more realistic for regular women. The show ran for seven years and people between the ages of 18-49 were viewing it until 2010 when it ended on its 100th episode. Once, cosmetic surgery was just being used on celebrities, but now their consumers are real women wanting to change their appearance. The country with the most cosmetic surgeries per capita is South Korea.

People in South Korea undergo invasive plastic surgery at a rate that is 1.8 times higher than people in the United States. The most popular cosmetic surgery performed in Korea is the double eyelid surgery which creates an upper eyelid crease to make their eyes look more Western. By looking at the history of the beauty industry from the early 20th century to now, the campaign ads have been mostly targeted towards women on how to improve their overall beauty. The first stage involves soaps and laundry detergents, to improve hygiene and make women smell more pleasant. This created the promotion to the second stage of the industry were women were introduced to new campaign ads that were played on the radio.

The second stage led to the production of hair dyes being sold to women in American and Parisian hairstylist. After hair dyes, the companies began producing makeup to hide blemishes. The creation of makeup lead to women in China and Asia wanting to whiten their skin with facial creams. This made more women enticed to purchase them to correct imperfections and dye their hair, washing away all their natural beauty. The hunt to find beauty has surpassed just using beauty products and has finally come to making medical alterations to your body from the promotion of reality television promoting weight loss, implants, and body reconstruction. The way the industry affects different cultures is by knowing who their audience is.

For instance, in Asian countries, they use models in magazines who have rounder eyes and fairer skin, to make them want to change their facial features. However, in American countries they use televisions to display reality shows enticing women to have nip/tucks and other surgeries to promote surgical weight loss. Today, these forms of media are even starting to affect the youth. People as young as six years old in America are wanting to diet, and teenage girls as young as 13 want to have double eye-lid surgery to make their eyes appear wider. Mothers are not preserving their daughter’s childhood, so the youth is having to grow up too quickly. No matter what country people are in or what age they are, they are all affected by the beauty industry in different ways. The need to be beautiful has made women of all ages and races crave something that can never be obtained: perfection.

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