A feminine double-bind?: Towards understanding the commercialisation of beauty through examining anti-ageing culture

Recent global statistics (<10 years) reveal a steady climb in consumption of cosmetic goods. This is an outcome of the globalisation of capitalism and furthered by the international homogenisation of advertising ideological standards. Embedded within this cultural spread is the individualised skin-care project and objects of beauty consumerism. The 2013 qualitative study discussed in this paper reveals beauty culture's narrative of self-care through display. Australian women (18-60) display complex attitudes of both pleasure and anxiety towards the corporate ideal of what they call 'flawless perfection' in the media imagery. To critically analyse these results, the Critical Theory of Frankfurt School, in particular Marxist Herbert Marcuse is utilised as a means to discuss how women may experience conflicting emotions towards dependencies on skincare products and the associated symbolism of ideal Western beauty. Technological media advances also sees consumers confronted by impossible beauty standards, which further problematises ageing in a globalised universal culture.