The paradigm of beauty in the twenty-first century is changing. A process that is important for brands since women are essential elements in the buying decision.

There is a time of year that women in general suffer in anticipation, just thinking about the prying eyes of criticism of the creatures of the same species, this period is the summer. It is the nightmare of each year for female who does not have the body of Gisele Bundchen. The eternal question, what is less evil to me, the hole bathing suit, or the bikini? How to eliminate cellulite in less than a month? And stretch marks how do we disguises them? And the varicose veins? All these questions are not of much concern in the winter for obvious reasons. So how do we deal with this situation? Shortly before the bathing season starts a cycle of compulsive buying creams and miracle pills that will supposedly solve, in record time, these small imperfections. It is curious how related industries with feminine beauty make millions of profit at the expense of our insecurities. Think about it. How many anti-cellulite creams have you acquired throughout your adult life, that little or no result was patently demonstrated in your skin? Many, I know. I also did the same, until I account of its inefficiency and did not have to see the program of Dr. Oz to confirm this scientific fact, I just look at a few points on my legs that persisted in keeping that famous skin orange effect. Not to mention the other more radical methods that promise weight loss over accumulated over the years in immediate time. Aside from the expensive beauty treatments that promise to reassert their skin in a few days. So why subject ourselves to this, when unconsciously we have the notion of poor results?

Because the aesthetic beauty has always had a role in the success of the species. Plus, for women. Over the centuries, the role of women in the social context has always been relegated to a lower plane. We were seen as a means of propagation of the species, or as a mere sexual object of men. In this uneven landscape, women eventually enforce their status through canons of beauty over the centuries, some of which of an unprecedented cruelty. Just remember the bodice, killed, yes killed and crippled thousands of women who wanted to achieve the desired waist. If you reflect for a while and it will just take a look at history, many of these precepts of aesthetic beauty were created by men in order to keep women trapped in the area of ​​the home. To illustrate this point, the Chinese fetish for small feet, induce a barbaric act that for centuries deformed permanently Chinese girl that prevented them from walking.

The beauty just won a primary status in social interaction. There is no secret that a beautiful woman was more likely to achieve a high social gold by their physical appearance than for their intellectual capabilities. But the role of women has changed radically in the last century. With the process of their emancipation society had to change and it was necessary to make adjustments. However, if beauty is in the past was essential social descent, currently is used to convey beauty brands. We are bombarded daily with thousands of images of women ideals, tall, thin, with perfect breasts, a gorgeous hair without any physical defect in sight. This new paradigm of beauty has been responsible for the exponential development of plastic surgery and a series of treatments that will transform you in such a model is supposed aesthetic effect. With high costs evidently. Scientific development has a price and is only accessible to few. The other mortals must be content by buying products that clearly almost never work out and are dangerous in terms of health risks, like some crazy diets. My county? There are no miracle drugs. Do what is repeated over and over and ignore. Eat a healthy way and do exercise every day throughout the year. Above all accepted yourself as who you are. We cannot be Gisele Bundchen. Fancy and treat yourself every day. But be aware that Cambridge University is finalizing a study that indicates that women sympathize more with brands that they convey something in common, with which they can identify. Unlike companies that use the conventional images of perfect models with which the vast majority do not feel any empathy. This is undoubtedly the century of women.