Advertisers must convince young women that they are in need of constant improvement without threatening young women’s views of themselves as intelligent, self-directed, and equal. Buzz words like “empowerment,” “self-determination,” and “independence” are sprinkled liberally across their pages. But this seemingly progressive rhetoric is used to sell products and ideas that keep girls doing gender in appropriately feminine ways, leading them to reproduce, rather than challenge, gender hierarchies. An ad for a depilatory cream, for instance, tells girls that they are “unique, determined, and unstoppable,” so they should not “settle… for sandpaper skin.” Feminist demands for political and economic equality—and the refusal to settle for low-wages, violence, and second-class citizenship—morph into a refusal to settle for less than silky skin. Pseudo-feminist language allows young women to believe that they can “empower” themselves at the checkout counter by buying the accoutrements of traditional femininity.
Amanda M. Gengler, ‘Selling Feminism, Consuming Femininity’
4K notes · View notes
Kuhl (كحل) applicator found in Tripoli, Lebanon. Production date: late 19th century - early 20th century. Inscriptions in the front and back of the container can be read together as "يا نور العين", “light of the eye”.
Kuhl (كحل), an ancient eye cosmetic used as eyeliner, is said to improve vision and strengthen eyesight. It’s mostly worn by women, as well as men.
1K notes · View notes