Men are real, Women are 'made up': beauty therapy and the construction of femininity

Beauty therapy as an industry is multi-faceted; as a set of practices it is complex. The beauty industry has been the subject of much critique but com paratively little empirical study. Based upon research with beauty therapis ts themselves, this article investigates the complex relationship between f emininity and beauty. The beauty industry is located within debates about t he body and leisure. The growth in the beauty industry is also linked to th e commodification of body practices. Despite remaining critical of the role of beauty in the lives of women, we also emphasise the fact that women are not 'cultural dopes' (Davis, 1991). The actual experiences of beauty treat ments and the testimonies of women involved in the industry paint a picture of competing discourses and contradictory outcomes. This is not least beca use both clients and therapists deny being concerned with beauty, but rathe r aim to provide 'pampering', 'treatment' or 'grooming'. The beauty salon m ay be seen as the site of both compliance with, and escape from, a feminine ideal. The role of class, ethnicity and age in breaking down the monolithi cal concept of beauty and in fragmenting the experiences of beauty practice s are also discussed.