Since we concentrate so very much on appearance in western societies, why not let young people know that personal power is the most valuable asset they possess?

Bobbi Brown Makeup Collection

Sultry Eye Palette, part of Bobbi Brown's new Smoky, Sultry, Smoldering Collection.

Bobbi Brown has used her friends as models in her books in the past. This year, the founder of Bobbi Brown Cosmetics asked them and, in some cases, their daughters, to be the faces of her fall campaign.

According to her website: "Bobbi’s mission has always been to give women the tools and skills to look and feel their absolute, most confident best."

She asked her customers to send in videos describing how they go from feeling “pretty” to “pretty powerful”.

I am torn on this.

On the one hand, we know from many sociological studies that beauty is a powerful currency in our society. The beautiful make more money, are treated better all around in terms of service, and are deferred to in ways that the rest of us will never experience. They are believed to be smarter, nicer and better people than the average human; even if this is not the case. All due to an accident of genetics determined by millimeters of symmetry.

North American society already gives girls and young women the unrelenting message that to be “beautiful” AND (especially) thin is a necessity in order to succeed in life. Do we need to have another major cosmetics company suggesting that “pretty” gives us power?

On the other hand, why not concentrate on the second word in that phrase—powerful?

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Angela Lukach