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http://web.nwe.ufl.edu/~sullivan/butopia/start.html by laura sullivan. ph D.

there is an increasing medicalization of...bodies in the discourse of beauty, with skin care discourse leading the way. beauty is equated with health. for example, this ad for nivea visage moisturizer asks us, "isn't technology beautiful?" (bazaar april 1993). the slogan for nivea products is "the beauty of healthy skin." similarly, the text in an almay ad proclaims, "almay addresses the health of your skin." (vogue march 1990). such a logic implies that [we] are sick and therefore in need of restoration to health.

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