Boots No 7 & The Garden of Earthly Delights
LONDON, May 3 — Britain’s Boots stores were predicting an impending buying frenzy over a face cream scientists say rejuvenates skin and removes wrinkles.
“Due to unprecedented demand for this product and to avoid customer disappointment we are currently limiting this product to 1 order per week. Please be advised that customers placing additional orders containing this product will have their orders cancelled. Please accept our apologies for any inconvenience this may cause.
…Reveal younger looking, beautifully refined skin with this powerful blend of protecting and renewing ingredients. Irresistibly silky, it glides on, instantly softening and smoothing. Then, day by day, it perfects your skin’s surface, enlivening your complexion, helping to reduce the appearance of pores and smoothing lines and wrinkles in just 4 weeks.
A unique antioxidant complex helps protect against damaging free radicals, while concentrated levels of our intense skin-firming pro-retinol complex boost and maintain elasticity. Light, non-greasy.”
The store’s No. 7 Protect & Perfect Beauty Serum sold out after a BBC 2 program in March extolled the product’s virtues, Britain’s Daily Mail newspaper said Thursday. A new batch of the $33, one-ounce containers of face cream was to go on sale as early as 7 a.m. Friday at some Boots stores.
Boots beauty director Ian Filby said some stores had waiting lists of up to 700 names.
Before the BBC program aired, the company was making about 10,000 bottles a month. Demand is so high the company is now making 24,000 bottles every day.
Dermatologist Chris Griffiths of Manchester University said researchers were actually able to see the serum begin to repair damage to the skin’s structure, the newspaper said.
Which is not much, compared to the desperate ladie’s expectations. I suppose the dermatological study (nowhere to be found) did not appreciate aesthetic appearance but perhaps such issues as collagen structure and the like. Is it believable, that a BBC presentation and some ordinary beauty case advertisement can cause such a hype? It is.
In his Essays, 16th century Michel de Montaigne brings up women’s example while talking about stoic denial of pain and suffering, quoting even Tibull:
“Who has not heard at Paris of her that caused her face to be flayed only for the fresher complexion of a new skin? There are who have drawn good and sound teeth to make their voices more soft and sweet, or to place the other teeth in better order. How many examples of the contempt of pain have we in that sex? What can they not do, what do they fear to do, for never so little hope of an addition to their beauty?
"Vallere queis cura est albos a stirpe capillos, Et faciem, dempta pelle, referre novam." ["Who carefully pluck out their grey hairs by the roots, and renew their faces by peeling off the old skin."—Tibullus, i. 8, 45.]
I have seen some of them swallow sand, ashes, and do their utmost to destroy their stomachs to get pale complexions. To make a fine Spanish body, what racks will they not endure of girding and bracing, till they have notches in their sides cut into the very quick, and sometimes to death?”
Images of female bodies are everywhere. Women—and their body parts—sell everything from food to cars. Popular film and television actresses are becoming younger, taller and thinner. Women’s magazines are full of articles urging that if they can just lose those last twenty pounds, they’ll have it all—the perfect marriage, loving children, great sex, and a rewarding career.
Why are standards of beauty being imposed on women, the majority of whom are naturally larger and more mature than any of the models? The roots, some analysts say, are economic. By presenting an ideal difficult to achieve and maintain, the cosmetic and diet product industries are assured of growth and profits. And it’s no accident that youth is increasingly promoted, along with thinness, as an essential criterion of beauty. If not all women need to lose weight, for sure they’re all aging. And, according to the industry, age is a disaster that needs to be dealt with.
The stakes are huge. On the one hand, women who are insecure about their bodies are more likely to buy beauty products, new clothes, and diet aids. It is estimated that the diet industry alone is worth $100 billion (U.S.) a year. On the other hand, research indicates that exposure to images of thin, young, air-brushed female bodies is linked to depression, loss of self-esteem and the development of unhealthy eating habits in women and girls.
The American research group Anorexia Nervosa & Related Eating Disorders, Inc. says that one out of every four college-aged women uses unhealthy methods of weight control—including fasting, skipping meals, excessive exercise, laxative abuse, and self-induced vomiting. And the Canadian Fitness and Lifestyle Research Institute warns that weight control measures are being taken by girls as young as nine. American statistics are similar. In 2003, Teen magazine reported that 35 per cent of girls 6 to 12 years old have been on at least one diet, and that 50 to 70 per cent of normal weight girls believe they are overweight.
Perhaps most disturbing is the fact that media images of female beauty are unattainable for all but a very small number of women. Researchers generating a computer model of a woman with Barbie-doll proportions, for example, found that her back would be too weak to support the weight of her upper body, and her body would be too narrow to contain more than half a liver and a few centimeters of bowel. A real woman built that way would suffer from chronic diarrhea and eventually die from malnutrition.
Still, the number of real life women and girls who seek a similarly underweight body is epidemic, and they can suffer equally devastating health consequences.
The Culture of Thinness
Researchers report that women’s magazines have ten and one-half times more ads and articles promoting weight loss than men’s magazines do, and over three-quarters of the covers of women’s magazines include at least one message about how to change a woman’s bodily appearance—by diet, exercise or cosmetic surgery.
Television and movies reinforce the importance of a thin body as a measure of a woman’s worth. Canadian researcher Gregory Fouts reports that over three-quarters of the female characters in TV situation comedies are underweight, and only one in twenty are above average in size. Heavier actresses tend to receive negative comments from male characters about their bodies (“How about wearing a sack?”), and 80 per cent of these negative comments are followed by canned audience laughter.
There have been efforts in the magazine industry to buck the trend. For several years the Quebec magazine Coup de Pouce has consistently included full-sized women in their fashion pages and Châtelaine has pledged not to touch up photos and not to include models less than 25 years of age.
However, advertising rules the marketplace and in advertising thin is “in.” Twenty years ago, the average model weighed 8 per cent less than the average woman—but today’s models weigh 23 per cent less. Advertisers believe that thin models sell products. When the Australian magazine New Woman recently included a picture of a heavy-set model on its cover, it received a truckload of letters from grateful readers praising the move. But its advertisers complained and the magazine returned to featuring bone-thin models. Advertising Age International concluded that the incident “made clear the influence wielded by advertisers who remain convinced that only thin models spur the sales of beauty products.”
Self-Improvement or Self-Destruction?
The barrage of messages about thinness, dieting and beauty tells “ordinary” women that they are always in need of adjustment—and that the female body is an object to be perfected.
Jean Kilbourne argues that the overwhelming presence of media images of painfully thin women means that real women’s bodies have become invisible in the mass media. The real tragedy, Kilbourne concludes, is that many women internalize these stereotypes, and judge themselves by the beauty industry’s standards. Women learn to compare themselves to other women, and to compete with them for male attention, like their only value as a person would depend on socially determined standards of desirability.