She바카라�s Got The Look: The Pressure And Cost To Look Young And Flawless

For 30-year-old Anindya Avvayyam Rattan, attending family weddings always entailed questions and jibes about her 바카라�dull skin바카라�, recommendations for homemade 바카라�fairness바카라� packs and general tips and tricks to procure a husband 바카라�before you get too old바카라�. So, when her big day finally came in December last year, Anindya was expectedly overwhelmed.

바카라�I didn바카라�t want to look 바카라�dull바카라� or 바카라�old바카라� on my wedding. I went down a spiral of self-hate with crash diets and beauty treatments,바카라� she recalls. 바카라�It was actually my mother and aunts who insisted that I get some skin treatments done.바카라�

After nearly a year of consultations with dermatologists, aestheticians, dieticians and beauty experts, Anindya decided to get glutathione IV drip treatment, one of the many new 바카라�wonder treatments바카라�.

바카라�They told me it would give my skin a glow from within and repair cell damage,바카라� Anindya says. After just one session, however, she realised it was a 바카라�glorified skin whitening treatment바카라�. 바카라�My life had turned into an episode from the fictional OTT drama Made in Heaven. I instantly opted out,바카라� Anindya laughs.

The pressure on women to look beautiful and young is tremendous. Billboards everywhere ask women to 바카라�Reduce signs of ageing바카라� and 바카라�Regain your youth바카라�. Advertisements for myriad skin clinics, plastic surgery, aesthetic and wellness centres promise to turn back time. Cosmetics guarantee youth and 바카라�flawlessness바카라�. Almost all such ads feature and target women.

The message is loud and clear: ageing is a disaster that affects women far more than men. Wake up and panic, ladies. Or else, fade away into old age and oblivion.

Halting Time바카라�s March

Plastic surgeons harness state-of-the-art technology (including lasers and AI) to help women fight ageing. Wrinkles, crow바카라�s feet, age spots, fine lines, fat, sagging skin, droopy body parts, or prominent veins바카라�all 바카라�signs of ageing바카라� can be tackled for a price. The range of treatments available is mind-boggling. There is face correction (nose and lip jobs), body contouring, tucks and lifts, liposuction, cool sculpting, anti-ageing treatments like chemical peels, Botox and fillers, skin whitening, and micro-braiding. There are exotic options like vampire facial, bee venom facial, photo facial, plasma facial, caviar facial, and bird poo facial.

Also on offer are shelves and shelves of supplements, powders, pills, OTC collagen, and creams containing ingredients such as retinol, hyaluronic acid and glutathione that call themselves 바카라�elixirs바카라� guaranteed to maintain or restore the appearance of youth.

바카라�Hydrafacial, Jet Peel treatment, laser resurfacing, and IV drip therapy are some of today바카라�s 바카라�in vogue바카라� treatments,바카라� says Anupa Sahu, an influencer and beauty vlogger with over 50,000 followers on Instagram.

Sahu regularly posts content regarding beauty brands, procedures and make-up looks and even tries out some of these procedures for her followers.

바카라�Cosmetic procedures work faster and are more effective than beauty products,바카라� she says. 바카라�I have tried under-eye fillers and some other cosmetic treatments. It바카라�s a personal choice and there바카라�s nothing wrong with wanting to look good.바카라�

In the last decade, the beauty industry has seen not just an explosion of products and treatments but also a demographic shift in terms of the customers. Earlier it was only women of a certain age who sought anti-ageing. 바카라�These days, some people believe in 바카라�pro-ageing바카라� instead of 바카라�anti-ageing바카라�. So, instead of treatments like Botox, face shaping or collagen injections that reverse ageing, they get Hydrafacial or small feature enhancements like face-lifting fillers or laser treatments,바카라� Sahu explains.

Some doctors like Chandigarh-based K M Kapoor, head cosmetic surgeon at the Antilock Clinic and Medispa, are fashioning treatments based on people바카라�s 바카라�emotional attributes바카라�.

바카라�Some people have a typically 바카라�sad face바카라� or an 바카라�angry face바카라� due to frown lines or other signs of specific ageing. These negative emotions show up on people바카라�s faces often due to age or stress. So when younger people come in, we try to enhance their positive attributes while in older patients, we reduce their negative emotional attributes,바카라� Kapoor explains.

Academic Nivedita Menon, author of Seeing Like a Feminist, points out how older women in India today are not allowed the freedom of relaxing into how they look. 바카라�Earlier, as women aged, they were given 바카라�senior바카라� status and that gave them a certain standing. It was highly patriarchal then too and their gender placed them lower in the pecking order, but the pressure to look perfect as you aged was less,바카라� says Menon.

The beauty industry nevertheless calls this tirade against ageing 바카라�empowerment바카라�. The fact that women today can afford such treatments reflects an increase in income and spending power of women. Independent women are choosing to delay marriage or childbirth. This has also led to an increase in demand for anti-ageing treatments, some dermatologists say.

바카라�Many of our patients are middle-aged parents who feel embarrassed to go to their child바카라�s school meetings because they look older than other parents,바카라� says cosmetologist Dr Puneet Kapoor. 바카라�Many women have acne scars, pigmentation, or weight issues that cause problems in their jobs.바카라�

But where does one draw the line? Dr V K Tiwari, who practises reconstructive and plastic surgery at Vardhman Mahavir Medical College & Safdarjung Hospital, Delhi, says that as a plastic or aesthetic surgeon, it is the doctor바카라�s responsibility to assess if the patient really needs the surgery. 바카라�Some people want unnecessary procedures because of unrealistic beauty standards. Others have psychological issues. They don바카라�t like how they look and keep getting repeated procedures,바카라� he says.

Extreme distress about perceived physical flaws can lead to a clinical condition called Body Dysmorphic Disorder (BDD), Professor Anirudh Kala, founding president of the Indian Association of Private Psychiatry, explains. In India, women who suffer from BDD outnumber men.

바카라�What is beautiful and ugly are conditioned by culture and families, and the parameters are rigid and stereotypical,바카라� says Kala. 바카라�These standards exact an enormous cost from many young girls and women, keeping them chasing after conventional ideals of physical beauty.바카라�

Marketing the Dream

But who creates these ideals? The beauty journey of the Indian woman in the last two decades has been a story of branding according to beauty marketing and innovation expert Ankita Srivastava.

The way beauty is perceived is heavily influenced by brands and marketing. From a repertoire of functional usage products like talcum powder, cold cream, basic fairness creams , kajal and lipstick, the Indian cosmetics market saw a boom in choices, first in the 1990s and then again in the mid-2000s when international brands came in. 바카라�These brands created new categories to match the evolving lifestyle and aspirations of the woman, as she started redefining her role in the society. This propelled the beauty industry into a different orbit with the consumer adopting multiple cateogories 바카라� sunscreen, srubs, conditioners ,anti-ageing. Olay was one of the first to change the conversation from anti-ageing to 바카라�pro-ageing바카라� bringing into its fold much younger audiences, says Srivastava.

This growth, nevertheless, is at the cost of women바카라�s insecurities. A popular shampoo ad from a few years ago, for instance, began with a mother dropping her daughter off at school in her car (indicating a progressive woman). Later, the daughter comes home crying, saying she wants longer hair, but hasn바카라�t been able to grow it because the mother is a working woman and is unable to give her time. Then the shampoo is touted as the answer, telling the mother not to worry and to use it for her daughter바카라�s hair health. The idea was to drive up the guilt of working moms. It isn바카라�t just good hair that the ad was selling, it was also the ideal mother.

Is it the most ethical way of advertising? No. But is it done? 바카라�Yes, a lot of times. Brands need to place the product in context of how it can make life better for the consumer. Dialling up anxiety was an easy route to get the consumer to urgently act. At the same time other brands focused on rational product delivery through 바카라�active ingredients바카라� and 바카라�working action바카라� all in the service of guiding the consumer why she needed the new product or category.바카라�

Outlook spoke to multiple women who nevertheless reported being pushed unnecessary products or beauty treatments by their dermatologists or parlour didis. Thirty-year-old banker Shachi Vaish says that all her life, relatives, beauticians and dermatologists have suggested she get skin-lightening treatments, hair removal, and weight loss plans because she looked 바카라�바카라�too old for her age바카라�바카라�.

Cosmetic treatments are costly. Microblading eyebrows can cost Rs 40,000. In high-end clinics, basic treatments like hair removal or Botox for one facial area cost about Rs 10,000 per session. Other advanced processes like Ultherapy for skin tightening, or cool sculpting for targeted weight loss can cost up to Rs 2-3 lakh. Many clinics offer cheaper alternatives but may lead to disastrous or even fatal fallouts if they are not performed by certified professionals under proper medical supervision. 바카라�We get at least one or two patients every week who come to us for corrective procedures after a botched-up beauty treatment from some clinic,바카라� says Dr K M Kapoor.

Following a slew of complaints from consumers over the years, the Union Government set up sub-committees in 2023 to define mandatory minimum standards for skin, hair, and cosmetology clinics in the country. However, a centralised database or online platform, which the public can access to check the credentials of practising cosmetologists and plastic surgeons, is yet to be set up. And beauty continues to remain a risky business for women.

(This appeared in print as 바카라�She바카라�s Got The Look바카라�)