. . .a thoughtfully argued, well-documented study of how the beauty industry has created “unattainable beauty standards” in order to ensure its products sell . . . Organized into sections focused on the beauty industry, standards of beauty, advertising, and the dramatic increases in body modification practices, Laham explains why women fear aging, how they react to it, and what the beauty industry does to ensure this anxiety fuels consumerism.

Library Journal

Whether considering evolving definitions of "the perfect woman" or debunking advertising claims, the text offers relatable examples and engaging anecdotes. There are nods to current positive innovations, including body diversity, authenticity, and inclusivity. This is a thoughtful consideration of a timely and ever-popular topic, and should have wide appeal.

Booklist

This book, 'the culmination of a three-decades-long examination of gender representation in advertising,' reflects the author's view that the beauty industry 'promotes unrealistic beauty standards' for women. Through advertising published in magazines such as Seventeen and Glamour, cosmetics companies encourage girls and women to live up to standards of perfection that are unattainable, observes Laham. The attraction of the quest for beauty and eternal youth has given rise to a giant anti-aging market with 'clocked sales of $250 billion in 2016.' Indeed, as she writes, the beauty industry is virtually recession-proof. She further notes that when the economy drops, cosmetics sales rise as women cheer themselves up with splurges on beauty products—a phenomenon economists have dubbed 'the lipstick effect.' From Egyptian beauty practices of 10,000 BC to today's 'cosmeceuticals' (products claiming medicinal effects), beauty products have held out the promise of enhanced physical appeal. Revlon company founder Charles Revson understood the modern industry well, saying, 'In the factory we make cosmetics. In the store we sell hope.' Providing extensive analysis and documentation, Laham looks behind the marketing, magic, and mythologizing to show the inner workings of the beauty industry. The book will be useful for marketing majors, their instructors, and interested professionals. Recommended.

Choice Reviews