The issue is that women subscribe to that nonsense. It's the same with heels, and revealing clothing and pushup bras etc. Women compete more with other women than with men, but if they stepped up and didn't accept this crap, there's not much anyone else could do about it. When you see a commercial that says how beautiful you are but still need their makeup crap, it's a mind game. If you are already beautiful, why the makeup? Stop falling for the nonsense. (Men are the same way, oh, are you losing your hair, that makes you ugly, buy our overpriced hair stuff, or whoa gray hair, that needs fixed) They create the problem so they can market the solution. Let's stop giving in to the BullSh*t.