Semantics in beauty

Every so often, articles, influencer posts and press releases make me think about how the use of semantics in beauty can reinforce ideologies that have long capitalised on people’s insecurities.

I’m not here to preach – admittedly I’m a cog in the beauty industry’s wheel myself, and have published things in the past I’d word differently now – but I want to use this space to think about how we all play a significant role in shaping public perceptions of beauty today.

While traditionally synonymous with aesthetic evaluation, I’m hopeful we’re on the brink of genuine ‘beauty positivity’, where physical acceptance of others and ourselves becomes entirely standard. Okay, this may be wishful thinking, but I feel that the messaging we put out as storytellers can influence this.

I keep reminding myself to always position universal physical traits as normal, not undesirable nor unhealthy. The fact is: ageing isn’t shameful, acne isn’t shameful, and cellulite isn’t shameful. Neither are varicose veins, sun spots or split ends. And I want to approach these subjects in accepting ways through the service stories I write.

In line, via press comms I’d rather not receive messages of ‘fixing’ problems. Or press releases positioning body parts or shapes as trends (unless they’re critiquing the doing so of this). Promoting perceived physical perfectionism is not only passé but it compounds lookism which is pervasive and entrenched in our society.

It’s time for positive – or, even, neutral – rhetoric only, I think. Who’s with me?