GIVE 'BEAUTY' A MAKEOVER

摘要

Our culture is pretty clear about where it standson the topics of beauty and appearance: they are superficial distractions that blind us to the truth or essence of the thing we are looking at. The word 'beauty' has become almost a synonym for shallow. By extension, the beauty industry is also seen in some circles as shallow. In her hugely influential book The Beauty Myth, radical writer Naomi Wolf argued that the very idea of'beauty' has become a tool used by men to oppress women.So God help you if you tried to seriously use the idea of beauty in a broader business context - say, marketing and branding. If you told your boss that you wanted your marketing to be 'more beautiful', chances are you would be dismissed as a dangerous airhead interested in pretty pictures at the expense of the bottom line.