Campaining against "unnatural beauty"
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Signal
May 20, 2014
Campaining against "unnatural beauty"

“When I grow up, I will be the prettiest girl,” says the little girl. “If I put on weight, I will not eat. If my boobs aren’t big enough, I will get an implant.” It’s a bleak aspiration, and one that The Body Shop wants to change by rebuilding conventional ideas of beauty.

The video, from The Body Shop Malaysia, throws a spotlight on the powerful relationship between the media and women’s self-esteem. It’s a topic that’s moved to centre stage over the past decade as calls for a reassessment of beauty ideals have grown in volume. Initiatives like Dove’s Campaign for Real Beauty and pop-cultural feminist texts like Caitlin Moran’s How To Be A Woman have highlighted the damaging effects of a hyper-visual, hyper-idealised culture on women, and gained traction on social media.