A lovely essay in the Times about older women having long hair. (Bonus: She mentions the no-'poo technique at the top of the second page!)
It's interesting to think of our older sex symbols (I really, really don't ever want to hear my father say the words "Helen Mirren" again, but of course the woman is incredible) and see that whatever physical attributes they may possess that land them in that category in the popular mind--sultry features, a certain grace, a conspicuous absence of fat accumulation around the middle--long hair isn't among them. The door is the tiniest (tiniest!) bit open for us to think of older women as sexy--I suppose it's the one upside of the whole "cougar" thing--but, despite the very agency that these women have that makes them so appealing, there are certain things that we collectively expect women to give up. We shift our definition of sexy to include a very select handful of women of a certain age, but even there the Iron Maiden prevails; there's not enough space around the head for long braids, or a ponytail--if you want in, shoulder-length is the most you can hope for, even as your above-the-knee skirt reveals a shapely calf and your smile lines belie your temperament.
The long-haired women over 50 I know--my flame-haired mother included, not a gray hair on her head--may have beautiful hair, but there's also an air of rebellion about it. I find that the women who have long hair at that age are also less likely to do the extreme sort of things that less self-assured counterparts might do--plastic surgery, an overuse of makeup, etc. So I don't know if the rebellion is because they're saying to hell with trying to look younger (but look girlish anyway, tresses flowing), or because of the juxtaposition of a slightly weathered face and bouncy hair, or because they're simply doing as they please. But in any case, regardless of the sex appeal of long hair, rebellion can be sexy as hell too. Cougars they might not be, but I salute the long-haired lionesses among us.
Sunday, October 24, 2010
Tuesday, October 19, 2010
Makeup Ads and Self-Esteem
The conclusion of a recent study in Journal of Consumer Research—that ads for beauty products make women feel worse about themselves—falls squarely into the category of duh, along with "Clumsy Kids Less Popular" and "Eating Healthfully and Exercising Is Good For You."
What’s interesting to me is not the grand conclusion but the smaller conclusions of each experiment. Participants were shown a variety of images: “beauty-enhancing” products like lipstick and eye shadow, and “problem-solving” products like acne concealer and deodorant. Both types of products were shown both in a neutral image (white background, no type) and embedded in an ad, with all its seductive additional imagery and words.
Unsurprisingly, seeing the enhancement products in an advertising setting made women feel the worst about themselves, when compared with the same products in a neutral setting, and the problem-solving products in both settings. But in addition to participants reporting thinking worse thoughts about themselves, they were thinking more thoughts about themselves. Their self-consciousness increased when being posed with a product that, ostensibly, was to make them more beautiful. It strengthens my resolve to do my best not to check out my reflection in every shiny surface available. (I got some excellent beauty advice once, which was to look in the mirror as little as possible because then you can think you’re as beautiful as you’d like, even if you see hard evidence otherwise. Oh but to stick to it!)
The study participants’ self-esteem remained the same when shown the problem-solving products, a wild difference from the beauty-enhancing products, whether within the ad setting or in a neutral one. A logical but counterintuitive—counterintuitive to me as a woman, anyway—response to these experiments might be surprise. Wouldn’t a product whose very nature was calling you flawed—zittily, stinkily so—make women feel worse about themselves than a product promising the fantasy playland of glossy lips and tinted eyelids? Can’t makeup be some exquisite place of luxury and pleasure? (Certainly that’s often how it’s sold to its consumers.)
But as the target of these ads, I know right away why the “beauty-enhancing” products made women feel worse. We know full well we’re not the ethereal creatures we see in the advertisements. We know we sweat in an unattractive fashion; we know we get pimples and ingrown hairs, and that our teeth get stained over the years, and that our hair falls out of place. We might get frustrated about it, but we’re also terribly matter-of-fact about it. Problem-solving products don’t promise to turn us into something we’re not; they guide us to a sort of place of neutrality. Give me the right product and I turn into a purer version of myself, a non-acne-scarred woman whose hair doesn’t slip from her ponytail, non-coffee-stained teeth gleaming. It’s corrective measures that feel like beauty work nonetheless but that ultimately are only letting me know that I’m human.
Let forthright beauty enter the picture, though, and things shift: Suddenly, instead of simply looking like a non-zitty version of myself, I might be able to look like Brooke Shields—except I’ll never look like Brooke Shields, of course, even at my non-zittiest and whitest-toothed. The beauty-enhancing products take us from the realm of humanity into some other realm where we’re supposed to transcend ourselves, with our just-bitten lips, just-pinched cheeks, miraculously blue lash lines.
The results—of beauty-enhancing products decreasing women’s self-esteem while problem-solving ones had no effect—stayed true whether or not the ad featured a person. This did surprise me; I’d always championed the Clinique makeup campaigns because they were selling me a product, not the implicit promise of looking like Brooke Shields (a Photoshopped Brooke Shields at that). It’s the lure of glamour and beauty, whether it comes from a stiletto or a glamorous actress, that leaves us feeling deflated. Now I sort of feel duped, like Clinique hired a smart, well-meaning woman to reinvent the beauty ad (Dr. Faye Miller?) for women like me who think we’re too savvy to be taken in by a bevy of starlets peddling their sheen to us. I look at Clinique’s thin sans-serif lettering, which somehow looks elite; its artful styling of products in ads. Their ads are as close as can be to the neutral-background approach used in the study, actually. So maybe they’re lowering my self-esteem less than Maybelline—but I hardly walk away a winner.
What’s interesting to me is not the grand conclusion but the smaller conclusions of each experiment. Participants were shown a variety of images: “beauty-enhancing” products like lipstick and eye shadow, and “problem-solving” products like acne concealer and deodorant. Both types of products were shown both in a neutral image (white background, no type) and embedded in an ad, with all its seductive additional imagery and words.
Unsurprisingly, seeing the enhancement products in an advertising setting made women feel the worst about themselves, when compared with the same products in a neutral setting, and the problem-solving products in both settings. But in addition to participants reporting thinking worse thoughts about themselves, they were thinking more thoughts about themselves. Their self-consciousness increased when being posed with a product that, ostensibly, was to make them more beautiful. It strengthens my resolve to do my best not to check out my reflection in every shiny surface available. (I got some excellent beauty advice once, which was to look in the mirror as little as possible because then you can think you’re as beautiful as you’d like, even if you see hard evidence otherwise. Oh but to stick to it!)
The study participants’ self-esteem remained the same when shown the problem-solving products, a wild difference from the beauty-enhancing products, whether within the ad setting or in a neutral one. A logical but counterintuitive—counterintuitive to me as a woman, anyway—response to these experiments might be surprise. Wouldn’t a product whose very nature was calling you flawed—zittily, stinkily so—make women feel worse about themselves than a product promising the fantasy playland of glossy lips and tinted eyelids? Can’t makeup be some exquisite place of luxury and pleasure? (Certainly that’s often how it’s sold to its consumers.)
But as the target of these ads, I know right away why the “beauty-enhancing” products made women feel worse. We know full well we’re not the ethereal creatures we see in the advertisements. We know we sweat in an unattractive fashion; we know we get pimples and ingrown hairs, and that our teeth get stained over the years, and that our hair falls out of place. We might get frustrated about it, but we’re also terribly matter-of-fact about it. Problem-solving products don’t promise to turn us into something we’re not; they guide us to a sort of place of neutrality. Give me the right product and I turn into a purer version of myself, a non-acne-scarred woman whose hair doesn’t slip from her ponytail, non-coffee-stained teeth gleaming. It’s corrective measures that feel like beauty work nonetheless but that ultimately are only letting me know that I’m human.
Let forthright beauty enter the picture, though, and things shift: Suddenly, instead of simply looking like a non-zitty version of myself, I might be able to look like Brooke Shields—except I’ll never look like Brooke Shields, of course, even at my non-zittiest and whitest-toothed. The beauty-enhancing products take us from the realm of humanity into some other realm where we’re supposed to transcend ourselves, with our just-bitten lips, just-pinched cheeks, miraculously blue lash lines.
The results—of beauty-enhancing products decreasing women’s self-esteem while problem-solving ones had no effect—stayed true whether or not the ad featured a person. This did surprise me; I’d always championed the Clinique makeup campaigns because they were selling me a product, not the implicit promise of looking like Brooke Shields (a Photoshopped Brooke Shields at that). It’s the lure of glamour and beauty, whether it comes from a stiletto or a glamorous actress, that leaves us feeling deflated. Now I sort of feel duped, like Clinique hired a smart, well-meaning woman to reinvent the beauty ad (Dr. Faye Miller?) for women like me who think we’re too savvy to be taken in by a bevy of starlets peddling their sheen to us. I look at Clinique’s thin sans-serif lettering, which somehow looks elite; its artful styling of products in ads. Their ads are as close as can be to the neutral-background approach used in the study, actually. So maybe they’re lowering my self-esteem less than Maybelline—but I hardly walk away a winner.
Labels:
advertising,
beauty products,
mad men,
self-esteem
Wednesday, October 13, 2010
The True Tale of an Unwashed Woman
I’ve stopped washing my hair. And my face, for that matter. The inspiration was an episode of Mad Men in which an unseen character is reputed to not wash her face, but she’s French so it’s obviously good advice. (Thus proving that the national girl-crush on French women went back at least to the ’60s.) It reminded me of something I'd heard once -- that if you entirely stopped washing your hair, after a few greasy weeks a small miracle would occur atop your head; oils from your scalp would work their way down your strands to protect them and lend a glossy sheen, and your hair would then have reverted to its original, intended condition. Or something.
One of my more feline preferences is that I detest showering -- I do it, but it always feels like a chore, and its pain-in-assiness factor is exponentially increased every time I have to wash and dry my hair. Plus, I’m mostly working from home these days, so if my unwashed-face-and-hair plan were to wind up making me resemble a calzone, embarrassment would be minimal. So a month ago, I swore off shampoo and face washes. I use a boar-bristle brush frequently, as it’s supposed to help with the miracle part of this whole no-washing thing, and I’ve also rinsed it twice in water; I splash my face twice a day with lukewarm water.
Surprisingly -- or unsurprisingly, depending on whom you’re asking -- I look fine. My skin looks better, if anything, but really just looks the same; my scalp looks greasy sometimes but it’s nothing a quick brush, hair powder, or updo can’t fix, depending on its severity. The hair itself looks better than ever; it magically places itself exactly as it was cut, with no styling necessary.
The real surprise, though, is how smug I’ve found myself about it. It’s not simply feeling pleased that I’ve freed myself of some beauty labor; it’s that I feel self-satisfied to a degree that surpasses how one should ever feel about one’s hair. I’m enthralled with the idea that by doing absolutely nothing, I manage to bypass all these beauty systems and look exactly the same. Behold the ne’er-washed scalp – quiver at my sebum! I alone see the forest through the trees of toners, moisturizers, cleaners, foams, and conditioners – I alone see the folly of the industry!
Except I’m not alone. When I Googled “not washing hair” and “cleaning hair without water,” I was stunned by the number and intensity of people who’ve dabbled in the realm of the unwashed. There’s a woman who, years after writing an article about the “no-’poo” method, returns to answer questions from commenters. There’s the 213-page discussion on the Long Hair Community forum, which features a litter of vaguely creepy userpics of long-haired women photographed from behind. Their inspiration seems to be Penny Weynberg, who hasn’t washed her hair for 11 years and claims it’s now as “soft as dog fur.” That's not counting the HuffPo blogger, the folks in the Times article, and various British columnists. They take a sort of defiant, proud stance, posing theories about the body’s natural equilibrium and animal fur. They have to say it loudly: They’re not dirty even if they’re unwashed; they’re, in fact, possibly cleaner than you, with your overproduction of scalp oils and chemical conditioners. They have to say it loudly because if they don’t, then they’re just dirty, and nobody will want to sit next to them at lunch, grody grody grosspants.
I’m tempted to become one of the no-’poo evangelists (and indeed simply by writing here, I suppose I am), but it seems a little to me like those slim actresses who jabber on about how it’s totally genetic and they, like, love cheeseburgers and never work out. But I look at the incessant interest these people have in their own lack of shampooing, and I wonder what sort of need it’s fulfilling. For the women on the forums in particular, the amount of discussion surrounding the no-wash method seems to surpass that of conventional hair care. It’s like there’s a certain amount of time and energy that must be devoted to our tresses, and once the actual hair-washing is skipped, the discussion of the absence of hair-washing takes its place. Participants talk of “preening” their strands, break down various scalp-massage methods step-by-step, and test water temperatures for optimizing rinses. They use acronyms particular to the method: SO for sebum-only, WO for water-only, ACV for something I can’t imagine. They assure one another that they’re not “cheating” if they use an herbal rinse on occasion.
There seems to be a sort of disciplinary aspect to these communities, a proud self-flagellation in the face of having found a way around the time normally spent washing and drying one’s hair. Do we really want to be released from the bonds of beauty? I’ve found that while overall I’ve saved time by not shampooing, I’m also peacocking in front of the mirror more. I’ve started carrying my boar-bristle brush in my purse and find myself calculating activities based on its affect on my hair (“I’m working out tonight so it’s a good night for a rinse”), something that I didn’t do before. It actually reminds me of the paleolithic movement. A friend of mine has “gone paleo,” eating raw meat, volunteering to help people move because that’s how cavement stayed in shape or something, going on barefoot runs through Central Park, etc. It’s helped her lose weight, has cleared up her skin, and has rid her of depression—this after years of veganism, so it’s not as if she was walking around in a McDonald’s daze before going paleo. As she spoke, I did indeed see a glow come over her, but I suspect it was less due to raw meat and more because she had discovered a sort of shortcut to the tangible benefits of good health promised by every blaring magazine cover. It’s basically the Atkins diet from what I can tell, but whereas Atkins sounds old-fashioned and dangerous, the caveman diet sounds old-fashioned and totally fucking awesome. There’s something appealing about the idea that by going out on a primordial limb, you can magically wind up ahead of the game and can loll about at the finish line while the vegans, South Beachers, 5-A-Dayers, and master cleanse folks gasp their way to you.
Or, in my case, I can sit atop my shampoo-free perch and watch as other denizens of the beauty game fret about conditioners and gels, knowing all the while that my hair magically creates its own mousse.
One of my more feline preferences is that I detest showering -- I do it, but it always feels like a chore, and its pain-in-assiness factor is exponentially increased every time I have to wash and dry my hair. Plus, I’m mostly working from home these days, so if my unwashed-face-and-hair plan were to wind up making me resemble a calzone, embarrassment would be minimal. So a month ago, I swore off shampoo and face washes. I use a boar-bristle brush frequently, as it’s supposed to help with the miracle part of this whole no-washing thing, and I’ve also rinsed it twice in water; I splash my face twice a day with lukewarm water.
Surprisingly -- or unsurprisingly, depending on whom you’re asking -- I look fine. My skin looks better, if anything, but really just looks the same; my scalp looks greasy sometimes but it’s nothing a quick brush, hair powder, or updo can’t fix, depending on its severity. The hair itself looks better than ever; it magically places itself exactly as it was cut, with no styling necessary.
The real surprise, though, is how smug I’ve found myself about it. It’s not simply feeling pleased that I’ve freed myself of some beauty labor; it’s that I feel self-satisfied to a degree that surpasses how one should ever feel about one’s hair. I’m enthralled with the idea that by doing absolutely nothing, I manage to bypass all these beauty systems and look exactly the same. Behold the ne’er-washed scalp – quiver at my sebum! I alone see the forest through the trees of toners, moisturizers, cleaners, foams, and conditioners – I alone see the folly of the industry!
Except I’m not alone. When I Googled “not washing hair” and “cleaning hair without water,” I was stunned by the number and intensity of people who’ve dabbled in the realm of the unwashed. There’s a woman who, years after writing an article about the “no-’poo” method, returns to answer questions from commenters. There’s the 213-page discussion on the Long Hair Community forum, which features a litter of vaguely creepy userpics of long-haired women photographed from behind. Their inspiration seems to be Penny Weynberg, who hasn’t washed her hair for 11 years and claims it’s now as “soft as dog fur.” That's not counting the HuffPo blogger, the folks in the Times article, and various British columnists. They take a sort of defiant, proud stance, posing theories about the body’s natural equilibrium and animal fur. They have to say it loudly: They’re not dirty even if they’re unwashed; they’re, in fact, possibly cleaner than you, with your overproduction of scalp oils and chemical conditioners. They have to say it loudly because if they don’t, then they’re just dirty, and nobody will want to sit next to them at lunch, grody grody grosspants.
I’m tempted to become one of the no-’poo evangelists (and indeed simply by writing here, I suppose I am), but it seems a little to me like those slim actresses who jabber on about how it’s totally genetic and they, like, love cheeseburgers and never work out. But I look at the incessant interest these people have in their own lack of shampooing, and I wonder what sort of need it’s fulfilling. For the women on the forums in particular, the amount of discussion surrounding the no-wash method seems to surpass that of conventional hair care. It’s like there’s a certain amount of time and energy that must be devoted to our tresses, and once the actual hair-washing is skipped, the discussion of the absence of hair-washing takes its place. Participants talk of “preening” their strands, break down various scalp-massage methods step-by-step, and test water temperatures for optimizing rinses. They use acronyms particular to the method: SO for sebum-only, WO for water-only, ACV for something I can’t imagine. They assure one another that they’re not “cheating” if they use an herbal rinse on occasion.
There seems to be a sort of disciplinary aspect to these communities, a proud self-flagellation in the face of having found a way around the time normally spent washing and drying one’s hair. Do we really want to be released from the bonds of beauty? I’ve found that while overall I’ve saved time by not shampooing, I’m also peacocking in front of the mirror more. I’ve started carrying my boar-bristle brush in my purse and find myself calculating activities based on its affect on my hair (“I’m working out tonight so it’s a good night for a rinse”), something that I didn’t do before. It actually reminds me of the paleolithic movement. A friend of mine has “gone paleo,” eating raw meat, volunteering to help people move because that’s how cavement stayed in shape or something, going on barefoot runs through Central Park, etc. It’s helped her lose weight, has cleared up her skin, and has rid her of depression—this after years of veganism, so it’s not as if she was walking around in a McDonald’s daze before going paleo. As she spoke, I did indeed see a glow come over her, but I suspect it was less due to raw meat and more because she had discovered a sort of shortcut to the tangible benefits of good health promised by every blaring magazine cover. It’s basically the Atkins diet from what I can tell, but whereas Atkins sounds old-fashioned and dangerous, the caveman diet sounds old-fashioned and totally fucking awesome. There’s something appealing about the idea that by going out on a primordial limb, you can magically wind up ahead of the game and can loll about at the finish line while the vegans, South Beachers, 5-A-Dayers, and master cleanse folks gasp their way to you.
Or, in my case, I can sit atop my shampoo-free perch and watch as other denizens of the beauty game fret about conditioners and gels, knowing all the while that my hair magically creates its own mousse.
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