I am almost 30 years old and when I look into the mirrow, I recognize those small and yet growing wrinkles on my face. They were always there, just very small, but lately I feel they appear in greater depth. And so there are other bodily changes that manifest themselves on my skin. Those are some changes in my hair structure, some hair gets frizzier and thicker then it used to be and eventually my teeth aren’t as shiny bright white as they used to be before my mornings began with a cup of coffee routine. [My teeth appear whiter on the image below, because I assume that thats an integrated function of my and nowadays everyones phone…]
While I am usually very happy with myself and any wonderful changes my body undergoes as I age, I felt that I needed a boost last week. Suprisingly that appears to be the result of me researching sustainable and circular business models for the fashion industry and hence, scanning fashion magazines, social media posts and anything related to beauty and fashion for weeks. Though I feel I am quite robust against these type of “influences”, somehow they began tickling my interest for a wardrope change and beauty tuning.
I hadn’t been very curious about the paradox of modern beauty in a while and yet I felt it was time to rekindle with that type of interest that I happily persued as a teen. However, this interest quickly stopped as I went through the beautyshelves in one store. What caught my interest was the advertisement of a make-up remover titled with ” Erase your face”.
Earsing… when I think about erasing I thought of school or any other moment in my life, when I wrote something that later was not important or something that I wrote by mistake or something that needed to be erased to be corrected, or just was not supposed to be there at all. My face.. when I think about my face I think about my identity, those natural eyebrows I have, any unique facial feature that turns me into that woman I am today, any interaction I have and any interpretation that others associate to me , when they see my face. But erasing my face? NO WAY!!!
Of course, the commercial does not mean for anyone to truly erase their face, but this type of advertisement can give people the feeling that their current look is not enough; that the way they truly are is not enough. And in doing so, it removes that sort of identity that makes you – you and me-me.
The advertisment made me skip then more through other shelves and my desire to tune my face a little bit, turned into a social-cultural dilemma. It made me realize how heavily beauty industries are pushing new beauty standards and norms to sell their product, that the product in itself, becomes a burden and supports a crisis of identity – the ability that the self is not enough; that you need to smell a certain way, that you need to look a certain way, that you need to be a certain way to be accepted.
Wouldn’t it be more fun, if companies would promote products that promote that natural you? And what responsiblities have beauty companies to begin with? Should they tell you how to look or should you tell them how you want to feel like and thus, how products could help you? Should they promote creams and products that help your skin to be protected such as from the cold and heat, soaps and shampoos that support your hygiene instead of “sparkly, wrinklesless perfect skin ” ?
Sustainability is not just about the ecology
Sustainability is not just about ecological products, it is about sustainable production and consumption patterns, it is about a system change that crosses the interface of social, ecological and economic dimensions. If our own identity was promoted more, we would not feel like we needed to consume so much and so often and likewise, companies could possibly produce less, with higher quality and higher standards. There would be more happiness, less waste and ideally fairer environmental and social conditions to which goods and services are being produced.
And besides all, isn’t individuallity what makes us truly unique and human? And thinking about it, so far I was not rejected for a job because my eyebrows weren’t trendy enough.. I think I want to keep it that way and you should too!