Thursday, May 18, 2006

Beauty and the Self-Representation of Latinas in the TwentiethCentury

by Margot Stone Miller

For most people, the first impression they receive of someone isthat person’s physical appearance. Such integral parts of oursociety today, there are many factors that contribute torepresentation and self-representation. Throughout history, oneaspect of appearance that society holds in high regard is beauty.In the nineteenth and twentieth centuries, beauty and other formsof self-representation were racialized and valued hierarchicallyby those with power. As members of a minority group, Latinas weresubjected to the representations that “others” with power choseto employ with reference to them. In this paper I will look athow these images were reinforced in the media. I will also lookat the changes that transpired in mass media over time to allowLatinas to have more control over their own image.

Beginning with early images of Latinas in film, I will touch onthe types of roles that three specific Latina actresses playedmost commonly. These examples of beauty and image in film showthat there was a typology of Latinas on the silver screen.Historians often study Latinas in various industries, especiallythe garment and canning industry; I will look at the rise of thebeauty industry within the Latina community. Through involvementin the beauty industry, Latinas gained more control over theirimage as it was presented to the masses. As Latinas increasedtheir visibility in the beauty industry, they began to customizesales and services to their own ethnic needs. Ultimately, throughthe magazine Latina, women used the media in a positive way topromote their own Latina self-representation.

Trapped by the perceptions of early Anglo settlers from the East,Mexicanas faced the stereotypes that predominated innineteenth-century America. Because of the disproportionatemale-to-female ratio in the West, relationships between Anglo menand Latina women (in what is now the Southwest) were very common.
Swept away by their deviation from the “norm,” Anglo settlersviewed these women of the West as striking and exotic. Accordingto one early settler, “[There was] something inviting andseductive about them.

They were attractive, handsomely framed, and had beautiful eyes.”1 Upon initial contact with Anglos in the mid-nineteenth century, Latinas were placed in gendered roles that capitalized on such superficial first impressions. Those at the top of the hierarchy, in this case the Anglo settlers, racially categorized this group of females as seductive, establishing a stereotype that later the film industry would employ when casting Latinas in film.

In the middle of the twentieth century, there were several mediastars representing the Latina community, including CarmenMiranda, an entertainer from Brazil; Delores Del Río, a Mexicanactress; and finally Lupe Vélez, another actress, who, among herother roles, starred in what is often called the “MexicanSpitfire” series.

These are three of the most popular examples of actresses who were bound by gendered roles of sexuality or lightheartedness. Each of these three women played different roles in their films, but were ultimately typecast into a certain type of character that they could not escape. In film as elsewhere, Latinas werebound by ideas of beauty and sensuality.

The film industry chose to use these actresses solely for theirsuperficial female form. The characters these women played oftenlacked more than one dimension, and their roles in films servedmainly aesthetic purposes.

According to film historian Carlos E. Cortés, Carmen Miranda, for example, was “prohibited from more than scratching the surface of her characters”; “she became a prisoner of screen superficiality.

”2 Actress Delores Del Río left Hollywood, in part due to her dissatisfaction over being stereotyped into specific roles that capitalized only on her sensuality. Cortés argues of these actresses, “They were Latinas. Their strengths, if they had any, were decidedly female. They had reached the limit of the era’s Latina film image.

”3 These are three examples of women who surrendered to media ideas of how the masses should see them.
With these images of sexy young Latina actresses on the bigscreen, Latinas saw their own image presented through the eyes ofa social hierarchy. Overwhelmed by images of the “sexy Latina,”women had a hard time developing their own standards for beauty.

In trying to meet the hierarchical standards of beauty, manywomen turned to cosmetics. Many women noted, in a surveyconducted by Aída Hurtado, that they were “highly dependent on[artificial accoutrements] like cosmetics” in order to reach thesubjective standard of beauty reinforced in the mass media. Forexample, a young Latina, Cynthia Duarte stated, “My beauty for medepends on make-up…I really need those things to feel beautiful.

Without those things, I would walk with my head down. So that’swhy I think whether I’m beautiful or not is a hard question forme to answer.”

Hurtado also found in her research that many young Latinas used“white standards” of beauty as the benchmark in the ir perceptionof themselves, judging and gauging themselves against thestandards of society. Hurtado states, “They explicitly pointed toimages of white women as influencing their assessments of howmuch they should weigh and believed that that standard wasapplied to all women regardless of race and ethnicity.”5 By doingthis women judged themselves against generic standards that arenot customized to individual ethnic needs.

Over time, the relationship between women and beauty evolvedenough for women to take an active role in creating beauty. Theappearance of beauty parlors among the Latina population, forexample, offered Latinas the opportunity to participate in theformation of the physical appearance and image of Latinasportrayed to others. Some women also preferred the occupation ofa beautician to the physically taxing work in factories orfields. One woman related, “I always wanted to be a beautyoperator. I loved make-up; I loved to dress up and fix up.

I used to set my sister’s hair. So I had that in the back of my mind for a long time, and my mom pushed the fact she wanted me to have a profession—seeing that I wasn’t thinking of getting married.”6 This Latina strives to be a participant in the beauty industry, valuing image and wanting to help in the process of creating a service with an understanding specific to the beauty needs of Mexicanas.

While the presence of Latinas in the beauty industry increasedsignificantly in the twentieth century , not all Latinas feltsupported in the workplace. In Oregon, Wisconsin, Dana Torresattained her dream of receiving the training to become anesthetician. While practicing at a salon in Wisconsin, sheexperienced what she saw as discrimination.

Torres described making sincere efforts to relate to co-workers, even going as far as to school a co-worker on esthetics. Torres states, “I was hoping that by doing this, the people I worked with would no longer be indifferent to me. (By this time I was treated very indifferently for my views professionally and personally. I was very isolated. Ignored unless someone wanted a treatment).

”7 Ultimately Torres left this salon to pursue a position thatallowed her more experience in her field of specialty, esthetics.

Another example of a Latina who has participated in the beautyindustry is Silvia Tamayo, a Mexicana featured in the November2002 issue of Latina, who made her fortune selling make-up forAvon. Avon executives gave her a Woman of Enterprise Award; shehad recruited nearly 900 women to sell Avon products.

Tamayo serves as an inspiration to many Latinas because of her drive and motivation. She also is taking an active role in the beauty industry, participating in cosmetics, an industry synonymous with the enhancement of physical appearance. Because Tamayo is incontrol of the image she present s to her customers, she servesas a model of how Latinas have increased the ir control in thepresentation of the Latina image through the beauty industry.

The most important progression in Latina control overself-representation in the mass media is evident in thepublication of Latina. This magazine is the leading example todayof the progress Latina women have made in reclaiming power andcontrol over the image that is portrayed in the media. Throughthe publication of this magazine, issues that matter to Latinasare addressed.

As one can see through a select sample of article titles from this magazine, a positive image of Latinas is portrayed, encouraging women to take control of their own image and no longer succumb to an image imposed on them by hierarchical standards: “Curves and curls: Classic Latina Beauty and Style Just for You” (November 2003), “Hot Fiesta Fashions for Every Figura” (December 2002), and “Work it Chica! Smart Styles for elTrabajo (and your figura)” (August 2002). These articles useethnic standards of beauty and address Latinas’ own concerns.This magazine, as an example of mass media, does not hinder orlimit the image of Latinas. Instead the magazine customizesarticles about beauty and fashion, and prints advertisements tomeet the needs of Latinas today. Paying attention tocharacteristics of image specific to Latinas (as seen in thearticle about Latina curves and curls), Latina represents ethnicminority women’s response to racialization.

Through Latina magazine, Latinas better control the imagepresented by the media to the masses. With increased visibilityin the beauty industry , this magazine offers attentioncustomized to the ethnic needs of Latinas and thus contributes toan enhancement of self-representation among Latinas in the media.
Moving away from images common in early twentieth-century films,which capitalized on the sensuality of Latinas, the rise of thebeauty industry among Latinas helps to explode Hollywood’stypology of the Latina image.

By examining how images of Latinas were reinforced in the massmedia and the changes that transpired over time, one is able tosee the evolution of the image of the Latina. The racializationpromoted by a hierarchical racial order gave Latinas littlecontrol over their own self-representation. Beauty, an importantaspect of physical appearance in American society, is one factorof self-representation. Through Latina involvement in the beautyindustry, Latinas have reclaimed control of their ownself-representation.

Tour of beauty: a hundred years in the arms race to acquirenewer, better weapons of cosmetic enhancement

by Christina Larson

Since its debut last year, the cosmetic-surgery show "ExtremeMakeover" has drawn runaway ratings, its many viewers at oncefascinated and appalled by the needles, incisions, and bandagesthe mostly female participants will endure in order to climb afew notches on the beauty totem pole.

This fall, ABC moved its Nielson heavyweight into televisions' kingpin slot, Thursday evenings, while wincing critics sounded an alarm that Americans' fundamental understanding of nature, beauty, and artifice has changed.

Nonsense, darling. In the pursuit of beauty, American women havevariously plumped breasts with toilet-plunger-like suctiondevices (1890s), strapped themselves into fat-roller machines topress away the pounds (1910s), endured "electrode" shocktreatment to zap away wrinkles (1920s), worn wire headsets topull back cheek waddles (1960s), popped "youth" pills, andslathered on anti-cellulite lotions for generations.

Today's ladies have no greater drive to become beautiful, and defy the effects of timer than their mothers did. But the technology hassure come a long way.

In Inventing Beauty: A History of the Innovations That Have MadeUs Beautiful, New York Times patent writer Teresa Riordan givesreaders a delightful, quirky account of American cosmeticinnovations, from lipstick to silicon implants, from the mid-19thcentury to the mid-20th. She avoids swerving into pro-feminist orantifeminist polemics, and instead simply accepts that the desireto be fairest-of-them-all is an impulse as mythic and enduring asa fairytale. With a little Cinderella-magic of her own, Riordantransforms patent history into an almost titillating subject,while reminding readers that tanning creams, breast implants, andnail polishes are "not merely articles of fashion but legitimateinventions"--and serious business.

Beauty care is way to a woman's heart - includes related articleson beauty departments, make-up, lip cosmetics, eye make-up, nailcosmetics chains

by Elizabeth Parks

The American female is a very desirable customer. As the personusually in charge of most household purchases, this is theconsumer that most mass market stores target as their primarycustomer.

For four years now, Drug Store News has sponsored a nationalsample of bauty care use and shopping patterns among Americanwomen. The study is conducted for us by the Princeton, N.J.-basedGallup Organization.

This year's survey, which is based on a national projectablesample of 500 women, confirms that beauty care categories reallyare a popular way to a woman's heart.

Merchandised and advertised strategically, beauty care categorieslike fragrances, lipsticks and mascaras can lure a woman into astore, and once there, of course, she can be tempted intobrowsing and buying other types of merchandise.

This year Gallup found that, based on their incidence and frequency of use, there are three color cosmetics categories that especially deserve to be highlighted, via merchandising andadvertising, in the cosmetics departments of all chain drugstores. These are face, lip and eye color cosmetics.

According to Gullup, eight our of every 10 American women over 18 use face color cosmetics (80 percent) and lip color (80 percent), while seven out of every 10 (69 percent) use some type of eyecolor product.

In comparison, nail color is currently only used by half theadult female population (51 percent), while nail treatmentproducts are only used by a quarter of the population (25percent), according to Gallup.

Not only do the face, lip and eye cosmetics segments have thehighest population of users, they are also the segments with thehighest incidence of use, Gallup discovered.

Eight of all 10 users apply either a face, lip or eye makeup atleast once a day.

However, only one-third (35 percent) of all nail color users saidthey use a color polish "all the time," while 58 percent saidthey use polish "all or most of the time."

Possibly because very few women are ever entirely satisfied withthe skin tones they inherit, 65 percent of all women use either aliquid base foundation, and/or a face powder with a blush.

Pretty with a purpose: the beauty industry helps women put theirbest face forward - beauty news

Essence, March, 2003 by Stephanie Scott

When it comes to career success, looks alone won't substitute forsmarts, talent or a winning personality. Still a polishedappearance can help a woman get ahead. With this in mind, theCosmetic Toiletries and Fragrance Association partnered withWomen Work, a national outreach organization, to run Work YourImage!, a nonprofit job-training and counseling program for womenmoving into the workforce. Recently the ESSENCE style team spenta day with three program participants to give them a polished,professional look.

To learn how you, or someone you know, can participate in theWork Your Image! program, call [800] 235-2732 or log on towomenwork.org.

RASHIDA BRYANT, 27, OPERA SINGER

Rashida was really open to change, so we put her in the masterfulhands of celeb stylist Derrick Scurry. He lightened her naturallycurly hair, then added two-strand twist extensions. Extensionsreduce the frizz factor, which helps the style last longer. GreggBrockington, the makeup pro, shaped and bleached Rashida's brows.He kept her makeup easy by using neutrals on the face and liningher eyes with a kohl eyeliner. We like Chanel's On-the-Double EyeCrayon in Noir and Beige (right). The black is a great definer,and the beige opens up the eye.

E. YVETTE WEAVER, 27, MAKEUP ARTIST

Continue articleAdvertisement
Stylist Keith Campbell of Brooklyn's COI Studio highlightedYvette's hair with copper and ash-blond shades. Then he gave hera jagged cut with contrasting layers. Brockington applied anupdated smoky eye that's sheer and not too over-the-top for work.For a seamless finish, he chose Giorgio Armani Matte SilkLipstick #1 (right).

MYRA JONES, 40, ENTREPRENEUR
Hair pro Marvin Carrington of the Jelani Salon in New York Citywarmed Myra's mixed-gray hair with a semipermanent medium-brownshade, then point-cut it to perfection. After applying anantiaging facial moisturizer--essential for women with matureskin (Avon Anew Ultimate Face Cream, above)--Brockington added asheer foundation and light powder to even out Myra's skin tone.He used gray-brown eye shadow on her lids for a smoky eye, andenhanced her lips and cheeks with berry tones.

Friends of Work Your Image! include Avon Products Foundation, theAndrew Jergens Co., Chanel, Clairol, the Estee Lauder Companies,Inc., Gillette for Women, Johnson & Johnson, Liz ClaiborneFoundation, L'Oreal USA, Neutrogena, Nivea, Procter & GambleCosmetics Foundation, Shiseido Cosmetics (America) and UnileverHome & Personal Care-North America.

Anti-ageing treatments to fuel beauty industry

NEW DELHI: 'Look fair' has all along been the mantra of the Rs2000 crore Indian beauty industry. But cosmetic majors are nowshifting to "look young," with anti-ageing creams and lotionsbecoming the fastest growing segment.

"After fairness creams, the largest growing and the biggestsegment is anti-ageing related products at around 20 per cent,"says Deepak Bhandari of Modi Revlon, who recently launched itsanti-ageing skin care range in India.

The desire to remain youthful is nothing new. But the recentdemand for anti-ageing treatments lies in the belief thatrejuvenation is possible.

"More and more people in the older age group want to lookattractive and youthful too. Therefore, there is a demand forage-specific products too and this includes anti-ageingtreatments.The present upsurge in demand may be due to the"wellness" concept, which is sweeping the world," says ShahnazHusain, beauty expert.

The beauty industry is working overtime to come up with newproducts in this category as most of these fall under the premiumsegment as opposed to fairness creams and moistureisers which areavailable in mass segments also.

While Revlon has come to India with its international range ofproducts endorsed by Hollywood celebrities, Indian companies areconcentrating more on age-old ayurveda driven products.

Most anti-ageing products concentrate on increasing theproduction of skin firming agent collagen to reduce lines andwrinkles. These creams also claim to minimise discoloration ofthe skin.

"Our products are patented," says Bhandari.

Even gold is being used in the anti-age formulations as it isconsidered a potent metal containing age-control properties."Gold helps to transport oxygen molecules directly into the skin,influencing cellular functions and providing a new energy level,"says Hussain.

Like the fairness creams which have been at receiving end fortheir alleged non-effectiveness on a long term basis, theanti-ageing creams are also likely to be forced through the sieveof scrutiny, only time will tell if they will pass.

Wednesday, May 17, 2006

Learn How to Shower To Keep Your Skin Healthy Fashion & Cosmetics

Learn How to Shower To Keep Your Skin Healthy Fashion & Cosmetics

Everyday you wash, shave, shampoo, clip your nails, wash, and dry your hair. Personal grooming, for most people, is a series of well-entrenched habits. And in most cases it is over done. Would you be willing to change your routine if doing so made your skin look more attractive and created a better-looking you?

Most adults whom are over thirty commit one big mistake when it comes to washing: The do too much of it. They shower in the morning, another after the gym, maybe even one before bedtime.

If you spend twelve minutes in the shower, that's too long. Cut your time in the shower to five minutes for your skin's sake.

Too much washing results not just in cleanliness but in removingtoo much oil from your skin, and itchy and irritated skin, particularly in the winter months.

If you are using a shower without a water filter and with the steam build up, you are subjecting yourself and your skin toexcess chlorine.

Below are bathing tips that you can benefit from:
1. Avoid using a washcloth on delicate areas, especially themucous membranes. Do use a soft sponge to massage your skin. Use a glycerine soap and sponge and move in one direction toward your heart.

2. Use medium-warm water in the shower, the cooler the better,but not too cold.

3. If you have normal to dry skin, use Dove Unscented or Basisfor Sensitive Skin on your body and either a soap free cleanseror nothing at all on mucous membranes. Do use many of thecommercial bar soap, since they are harsh on the skin.

4. If you tend to have oily skin, then use good gylcerine soap. I use this type of soap and it removes just enough oil withoutdrying my skin.

5. Skip a shower as often as you can. This may not seem likeappealing advice but the more time you have in between showers the better. Skip a shower for a whole day once or twice a week, especially in the winter. Allow your skin to produce and maintain its natural oils. Or if this does not appeal to you, make yourshower extra short on some days.

6. Make sure you use shampoos that contain mostly natural ingredients. A lot of commercial products contain synthetic chemicals, petrochemicals, and various dyes and artificialcoloring. All of these un-natural chemicals are extremely badfor you health. Learn which chemicals to avoid.

So that you can improve the health of your skin, takes some timeto look over your shower habits, Decrease the time in your shower, use a water filter to remove toxins from the water, massage your skin, and use only natural products for your skinand hair.

Rudy Silva is a natural nutritionist. If you want to learn more about which chemicals to avoid in skin care creams and how to take care of your skin go to:

http://www.for--you.com/SkinCareTreatment

TOP TIPS : Still more beauty tips by an EXTREMELY beautiful woman:

TOP TIPS : Still more beauty tips by an EXTREMELY beautiful woman:
Eating For Healthier Hair

Author: Kenia Morales

Is your hair not growing to its full potential? Is it unhealthy and dull? Then you might find the solution on your fridge or kitchen cabinet. Believe it or not your diet might have a lot to do with your hair’s health.

Here is your guide of vitamins, minerals, and amino cids that are essential to you hairs health.

Biotin- peanuts, oat bran, eggs, liver, mushrooms, Bananas, tomatoes, whole-grain cereals, lean beef Zinc- wheat germ, lean meat, oatmeal, split peas, mozzarella cheese, yogurt, cow milk, shrimp, parsley, liver Methionine- dairy products, fish, meat, wheat B-5 (Pantothenic) - sweet potatoes, yeast, eggs, fish, legumes, avocado Magnesium- bananas, vegetables, walnuts, died fruits, cocoa Consult your doctor before making any changes on your diet.

About the author: Kenia Morales is the owner and publisher of online magazine For Every Aspect Of Today's Woman. Tofind beauty tips, spicy recipes, home business resources visit her site at http://www.kpatra.com/