The Business of Beauty

Abstract

The Business of Beauty is a community site discussing female-geared companies and their portrayals of beauty. The site argues that, in order to empower women, female-geared companies should promote a healthy perspective of beauty by relaying that beauty is not the biggest achievement for women and advocating that everyone is beautiful. The site explores how companies and brands do this in their campaigns, examining photoshoots, websites, campaigns, and commercials of Aerie, Always, and Dove. Our purpose in examining these marketing strategies is so that we can deconstruct beauty standards, disconnect looks from worth, emphasize the other powerful parts of what makes women their best selves, and create a healthier perspective of beauty. Because this site is geared towards its viewers’ mental health and body image, The Business of Beauty offers a submission box for questions, suggestions, and art/writing on the topic.