For the sake of our humanity, we must stop calling what the beauty industry sells us beauty! (Even Jia Tolentino agrees.)
Enter: The FleshMatrix, an attempt at mapping what the word “beauty” meant this month — status signaling? political posturing? hygiene? attractiveness? — via a fun little perceptual map plotted across four quadrants:
COSMETICS (products, physical appearance)
HEALTH (physical and psychological wellbeing, hygiene)
DESIRE (sex, attractiveness)
POWER (class, wealth, status, politics)
Where does MAGA fragrance fall? What about parasitic weight loss? Is The Hollywood Reporter’s “New Face of Hollywood” about desire or dominance? Well…
Quadrant 1 (Cosmetics / Desire)
OUAI launches leave-in conditioner with the tagline “KNOTTY GIRLS WEAR PROTECTION” (stolen from That Girl That Did Your Hair)
Anastasia Beverly Hills’ Kiss Theory lip balm “smooths the look of lips” for “a kiss-worthy finish”
Quadrant 2 (Cosmetics / Power)
MAGA perfume companies promote “gender essentialism of the nose”
People want the cyclospora parasite to get “cyclospora skinny” from the “diarrhea diet”
Quadrant 3 (Health / Desire)
Quadrant 4 (Health / Power)

Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.