When I was an undergraduate at the magical University of Sussex in the early nineteen-nineties, I read a great deal of feminist literature. Initially, I was affronted by it all on account of perceived slights to my gender. However, I eventually came to truly value the feminist challenges to the status quo.

Out of the many new learnings from reading these books one that stuck was the deconstruction of marketing methods the cosmetics industry. In actual fact they are not terribly clever, just insidious. It goes something like this:

  • “You’re not looking your best today”
  • “Those fine lines around your eyes are a problem”
  • “Your complexion is dull and lifeless”

When they’ve finished making the potential customer feel worthless, they then offer the elixir.

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