This post was written by Chana Rivka Herbsman, a high school student and my niece. It is an excellent analysis in its own right. But I asked her to let me publish it for another reason: She is a primary target for cosmetics marketing, reflecting on the messages she's getting about this product. Very often, marketers cater to our unconscious mind; we can fight back against destructive, exploitive messages by really thinking about what it is they're telling us. And I agree with her conclusion: Makeup can be a really positive thing, as long as you don't fall for the message that you must be perfect, or strive to be perfect, in order to somehow be acceptable - DB
Concealer. Cover up. Cover Girl. There seems to be a running theme here. The unifying purpose of makeup is the ability to hide blemishes and feel, even for a short period of time, flawless. That feeling of perfection is what bonds women of all ages throughout the country.
The downside is the perpetuation of the deceptive appearance of perfection. It is okay to hide flaws but the problem lies when we pretend they don't exist.
Makeup is the art of displaying a flawless image of yourself to the world, without anyone knowing that it is distorted. A simple application of foundation, concealer, bronzer, eyeliner, and mascara can completely change a person’s look. Makeup supports the American value of presenting a perfect image of oneself, while also celebrating the love for identification within a group.
There is so much pressure in society today to get the highest SAT scores, get into Ivy League college, have a top-notch career, all while maintaining a busy social life by going out with friends, out to eat, ordering the best looking dishes, getting into shape, all while getting enough hours of sleep everyday. It is exhausting!
On the outside, it appears like everyone is able to balance their family, school, and work lives along with their self care, while you feel like you are juggling it about as successfully as those guys on America’s Got Talent, who got four Xs within five seconds.
People become overwhelmed and in order to keep their image intact, they try to show everyone that they are managing just fine, when in reality they are not. But, no one is. The truth is everyone has struggles and are just trying to get by.
With the rise of social media like Facebook, Instagram, and Snapchat, it is no wonder there is a rise in a culture obsessed with makeup.
- There are currently over 45,000 YouTube channels with content designated to beauty (1).
- The cosmetic industry in the U.S. alone has revenues over 62 billion dollars (2).
- First opened in New York City in 1998, the leading luxury cosmetic franchise, Sephora, has sales exceeding $4 billion, with 1200 stores carrying over 250 beauty brands (3). And this is excluding drugstores and other department stores.
- Instagram allows someone to post a small snapshot of their life, and they can even edit it. A simple picture of a graffitied subway station wall, can appear like the photographer was touring Miami’s Art Deco.
- Snapchat entitles someone to post only 10 seconds of what was the worst day of their life, and sham everyone into thinking they had partied all day.
Although we all know that social media is a false pretense of other people’s lives, we continue to buy into it. The same is true with makeup. We continue to think that everyone has flawless skin and no dark circles when in fact the opposite is true.
The idea behind the “no makeup makeup look” that has been trending, is that the makeup should be so natural that people won’t even think it is there all at.
- One tutorial of this look on YouTube has seven million views (5)!
- Another video, entitled “Makeup Mistakes to Avoid + Tips for a Flawless Face”, has a staggering number of 11 million views (6)!
Acne, what? Dark circles, what’s that? No sleep, how would you know? The magic of foundation, concealer, eye shadow, eyeliner, and mascara takeover leaving you with clearer skin, larger eyes, and longer eyelashes than you did ten minutes ago! People often want to pretend their life is amazing and perfect when in fact we all face struggles everyday.
Social media is one way of showing the world that your life is the best one anyway has ever had anywhere, however, when it comes to meeting other people in real life, makeup is the only “filter” you can have on.
The American value of putting on a facade is portrayed in Tennessee Williams’s play, The Glass Menagerie. One of the main characters, Laura, has slight leg defect causing her to limp, but she has magnified this limp until it has affected her whole personality. In scene 7 in the play, she recalls a moment in high school where her leg brace clumped as loud as thunder, while Jim, a former classmate, claims he never heard any clumping- he never noticed anything. Laura felt bound by her imperfection, limiting her from opportunities, like a career, she would otherwise have. If there was some way that she could mislead the world into thinking that her body was working perfectly, Laura would grab onto that chance.
The value that drives why many people wear makeup today is that they want to conceal their blemishes and show the world that they have the unlimited to capacity to achieve whatever they set their mind to. If only Laura would have been able to hide her leg problem, her decisions probably would have taken her in a different direction. People may feel insecure about their blotchy or bumpy skin, but with the magic of makeup, they are able to hide their insecurities, leaving them feeling empowered. That is the dichotomy we face today.
However, makeup is not all bad. Makeup celebrates Americans need for inclusion and being a part of something bigger than themselves. Makeup creates an opportunity for women to bond as it is something that unites them in their quest for identity.
Since before the ancient Egyptians, women have been putting on cosmetics and were always looking for more effective ways to accentuate their beauty. A study in 2012 shows that fifty percent of women are dependent on makeup to step outside their homes (7).
Most, if not all women enjoy wearing makeup. Some do not wear it on a daily basis, either because they do not want to, have no time, or they are just simply lazy. However, when given the option of getting their makeup done, most women would grab that opportunity to get a makeover. It’s pampering and makes them feel more feminine.
Makeup is not only a bonding experience through application but also through conversation. It is something to talk about when situations get uncomfortable and it can also be a great conversation catalyst with newcomers. Women are expected to know a lot on our makeup and if they don't, they are considered an exception.
Makeup brings out the femininity of all women throughout the country. We see the same is true with men and sports. Men are expected to know about sports and to be able to discuss them. However, they do not expect women to know about sports as it is something only they bond over to feel masculine.
The interest in makeup is what creates bonding and inclusion, while the obsession with it is what is so damaging.
Makeup can be used as a source of connection and creativity. However, when abused, makeup can distort one’s self perception and deceive the user and the world into believing that problems don’t exist.
So when applying makeup next, one should pause and appreciate being perfectly imperfect.
1. "Beauty Youtubers." Wikipedia. Wikimedia Foundation, 29 May 2017. Web. 12 June 2017.
2. Bender, Joshua. "Topic: Cosmetics Industry in the U.S." Www.statista.com. N.p., n.d. Web. 12 June 2017.
3. "Sephora." Wikipedia. Wikimedia Foundation, 07 June 2017. Web. 12 June 2017.
4. "History of cosmetics." Wikipedia. Wikimedia Foundation, 12 June 2017. Web. 12 June 2017
5. MakeupBySona. "How To: LOOK BEAUTIFUL WITH NO MAKEUP." YouTube. YouTube, 29 Apr. 2015. Web. 12 June 2017.
6. CarliBel55. "Makeup Mistakes to Avoid Tips for a Flawless Face." YouTube. YouTube, 18 Aug. 2015. Web. 12 June 2017.
7. Misener, Jessica. "Half Of Women Are Dependent On Makeup, Study Says." The Huffington Post. TheHuffingtonPost.com, 28 Feb. 2012. Web. 12 June 2017.
Copyright 2017 by Chana Rivka Herbsman. All rights reserved. All opinions are the author's own.