Hey there Beauty Industry! Just thought I’d let you know, Milk Chocolate Hobnobs are currently half price in Sainsburys. 87p. I know this because yesterday I bought some. About half way through the packet, my boyfriend turned to me and asked “don’t you think we should stop now? This is not good for us.” I paused, mid mouthful. That fleeting comment, said out of care rather than out of malice, ripped open a barely healed wound. I am not overweight by any standard but like many women I am incredibly concious of my tummy. Through the tears and hysterical cries of “Why would you say that?! Do you think I’m fat?!” I realised how completely ridiculous I was being – how completely ridiculous the whole situation was.
Bliss magazine ran a survey in 2004 that looked at teenage body image amongst its readers. In 2004 I was 12 years old. Their findings were damning – of the 2000 girls they surveyed only 19% were clinically overweight. However, 67% thought they needed to lose weight. 2 out of 3 of those under 13 years old had already put themselves on a diet. I was one of those girls. It has become clear to me that my generation (and probably the generation before us, although of course I have no first hand experience of this) have a massively warped self image problem. This video, entitled Onslaught, perfectly summarises the issue.
Although the fact this is produced by Unilever (also responsible for those heinous Lynx adverts that do nothing but perpetuate the problem they claim to highlight here) is hypocritical at best, the point I’m making stands. I can very clearly remember sitting in my primary school canteen deliberating whether or not to eat the Jam Roly Poly in front of me. The dinner lady asked me whether I was finished. I sighed in that way that only a 10 year old girl can and said “Yes. I’m on a diet.” It was years until I realised how completely fucking ridiculous that was – not only of the 10 year old me to say no to Jam Roly Poly – the fact that the 10 year old me was already conditioned to feel that she was too fat. I also felt I was too tall (I was the second tallest in my year), that my hair was too curly, that my feet were too small. Of course it transpired I was just an early bloomer. I’m still slightly taller than average but of course, the problem does not lie with my 10 year old form. It lies with an industry that systematically pulls apart the confidence of young women by making them feel they are inferior before they’ve even stopped growing.
To this very day, what with Hobnobgate this morning and the squeezing in to size 10 jeans so I don’t have to admit I’m a 12, I am plagued by a chronic sense of inadequacy. Why is this? It is because from the word go, young people are plagued by advertising and media that paints being fat as a hideously terrible thing, aging as a sign of weakness, imperfections as disgusting. Don’t get me wrong: I love a bit of make up and have been dying my hair for years. But I know and acknowledge that the beauty industry is an evil one where companies point out women’s imperfections and make them feel like shit about them in order to sell a product. Let’s not delude ourselves. Women are being treated like cash cows. Stupid ones too. I for one have had enough of it. Beauty is a social construction, women need to learn to love ourselves a little more and care what others think a little less. You, beauty industry, need to give us a break. Go and bother the blokes for a while. How about a ridiculously patronising campaign for them, full of male stereotypes and buzzwords. Fatigue smashing super energizer quattro stab sex cream or something along those lines. I am off to have another Hobnob. Laters, you fucking arseholes.