The Beauty Myth Summary

Beauty is not universal, or changeless – beauty is political, manipulated, and a controlling force in women’s lives.

1. Beauty as a Tool of Control

For centuries, women have been subjected to changing ideals of beauty, manipulated to serve a patriarchal agenda. The notion of "beauty" has been turned into a construct that decides a woman's value based on her appearance. This construct not only diminishes women's worth but enforces their submission to societal expectations.

Before industrialization, a woman's value was tied to fertility, strength, and household contributions. However, the rise of industrialization required a subtler mechanism of control as women gained legal and social freedoms. The fixation on beauty filled that gap, using societal norms to keep women striving for a hollow ideal. This reinforcement of beauty standards prevents women from embracing their autonomy, making them dependent on external validation.

Women became trapped in endless competition with themselves and with others, ensuring their focus remained on impossible beauty ideals instead of empowerment or unity. This distraction serves as a means to maintain male dominance in the public and private spheres.

Examples

• The Industrial Revolution saw a shift from valuing practicality to physical beauty in women.
• In modern times, media portrayals of women reinforce unattainable standards that can shift depending on societal trends.
• Women's drive for beauty, originating from societal pressures, has fueled multi-billion-dollar industries like cosmetics.

2. The Post-War Workplace and Professional Beauty Qualification

The rise of women entering the workforce after World War II challenged traditional gender roles. However, this movement was met with resistance. To counteract the empowerment of working women, the concept of the "Professional Beauty Qualification" (PBQ) emerged, emphasizing that a woman's value in the workplace was tied to her physical attractiveness.

Women employed in roles that depended on their appearance, such as models or waitresses, were judged with ruthless precision. Cases like Margarita St. Cross's firing from the Playboy Club for losing her "Bunny Image" exemplify how appearance-based discrimination became normalized. This judgement wasn’t restricted to specific industries – standards of beauty were enforced in corporate workplaces as well.

The PBQ created a paradox: women were shamed for being either too attractive (and thus "inviting harassment") or not attractive enough to meet societal expectations. This double standard amplified the already existing discrimination against women in the labor market.

Examples

• Women in professional roles like Ann Hopkins were denied promotions for not appearing "feminine" enough.
• The Playboy ruling set a precedent that justified appearance-based discrimination in other industries.
• Even non-appearance-related professions began prioritizing image over merit for women.

3. Advertising’s Role in the Beauty Myth

Women’s magazines and advertisements have become the primary tools for propagating the beauty myth. These platforms craft and promote unattainable ideals of beauty, making women feel inadequate unless they purchase the products being marketed. This approach ensures a steady stream of profit for industries invested in perpetuating the myth.

In the 1950s and 1960s, advertisers targeted housewives with images of ideal homemakers to sustain the domestic role of women. As women joined the workforce, the narrative shifted – now, products like cosmetics and anti-aging creams were essential for maintaining beauty standards. These campaigns manipulated women's insecurities and turned beauty into a lifelong pursuit.

Revenue from beauty-related industries skyrocketed as a result. By promoting insecurities in women, advertisers ensured that consumers would continually seek out their products, fueling a cycle of dependency and dissatisfaction.

Examples

• The cosmetics industry's revenue by 1989 reached $20 billion, with massive ad spending targeting women.
• Diet-related articles in magazines grew by 70% between 1968 and 1972, creating industries worth billions.
• The pornography and beauty industries both benefit from enforcing unattainable standards as sources of male pleasure.

4. The Economic and Health Fallout for Women

The beauty myth has far-reaching consequences for women’s careers, bodies, and relationships. Women often earn significantly less than men in every profession, with physical appearance exacerbating the gender pay gap. Moreover, unhealthy beauty standards promote disorders such as anorexia and bulimia, costing women their health and well-being.

In the 1990s, women lawyers, retail workers, and even hairdressers consistently earned far less than their male colleagues. At the same time, societal pressure pushed women to pursue an unrealistic image of thinness, driving spikes in eating disorders. Instead of combating these systemic issues, the culture of competition among women kept them isolated, indirectly hindering unity and solidarity.

The impact of these standards doesn’t stop at economic limitations or health challenges. The divide-and-conquer effect of beauty constructs ensures that women see each other as rivals rather than allies, weakening collective efforts to challenge the status quo.

Examples

• In 1991, female lawyers earned $7,000 less than male colleagues, and saleswomen earned $16,000 less than salesmen.
• Around 90-95% of anorexia and bulimia sufferers in the US are women, reflecting the toll of impossible beauty ideals.
• Ads and societal messaging pit women against each other rather than encouraging cooperation.

5. Female Solidarity as a Solution

To dismantle the beauty myth, women must recognize its manipulative nature and strengthen their support for one another. Instead of adhering to beauty standards, the focus should shift toward self-defined goals and values.

By challenging the notion that beauty is equivalent to worth, women can reclaim their identities. For example, dressing up and wearing makeup should become personal choices, not societal expectations. Building genuine friendships and alliances among women reduces the divide caused by competition and envy.

Breaking free from these oppressive ideals starts with awareness and extends to cultural change, where women are celebrated for their individuality rather than their conformity to beauty standards.

Examples

• Complimenting and uplifting women for intelligence or achievements reduces dependence on appearance-based validation.
• Feminist movements focusing on inclusivity and equality promote empowerment over competition.
• Rejecting ads and industries that project guilt and insecurity shifts the narrative around women's self-worth.

Takeaways

1. Recognize and resist messages that use guilt and insecurity to sell beauty products. Reclaim choices about appearance based on personal preferences.
2. Build solidarity with other women by complimenting and supporting each other authentically, beyond appearances.
3. Become an advocate for equal pay and fair treatment by raising awareness about economic disparities linked to beauty standards.