I am working my way through this excellent book written in 1990 and finding all sorts of intriguing connections between runaway consumerism and runaway social beauty standards that make women feel bad about themselves. I didn't take any women study classes in college (back in the 90s when this book was big) and am now engaged in some interesting self-study.
I began my frugality journey so that I could retire at 50 (in about 6 years) and that led me to researching beauty hacks as I found I was spending a large part of my budget on beauty products, hair appointments, facials, and even Botox. Over the years I am pretty sure I have spent an obscene amount of money on my looks. Beauty hacks revolutionized my thought process around the beauty industry and my mindless role as mega-consumer within it. For example, I now wash my face with raw, organic honey and my skin has never looked better. I have been having fun experimenting with olive oil, lemons, cream, apple cider vinegar and nutmeg--creating my own concoctions and learning a lot about myself, my skin and my body in the process. Not to mention saving tons of money!
After a month or so into my beauty hack research (thank you Crunchy Betty!) I started to read different feminist works on why women like me have spent so much of our time and resources on our looks. The Beauty Myth is the best book I have found on this topic. Even though I have always thought of myself as intelligent (Masters degree) and a progressive thinker, I am beginning to see how deeply the social norms around beauty thinking have influenced my life.
My goal is to be able to not only embrace aging, but to enjoy it. I can't believe the shift already in my thinking in just a few months. Consuming less is a very powerful practice and even more so (for me anyway) when it comes to consuming less beauty myth. I want to spend the rest of this year getting more comfortable with myself just as I am and nurturing that. Pretty cool. :)