Initially, it was seen that the beauty products were mainly consumed out of need, for example having a basic shampoo because hair needed cleansing. Products like soap were simple and meant to cleanse skin, and creams to moisturize unlike the variety present today. However, with the media coming in and playing a role in the promotional activities for the companies that sell beauty products, the scenario has changed completely (Meerbote, 1982).
Now there are thousands of beauty products which are far from being basic. Media has introduced the society to products that should be used as per season. Products that become a ‘necessity’. Products that you need to use to change the way you look because the society does not accept otherwise (fairness creams), and other products which you should own because slowly they become a part of the status quo that you belong too. Media playing a role in the endorsement of beauty products, whose market is definitely facing a lot of competition, has somewhat defeated the whole purpose of using any kind of beauty product in the first place (Mead, 1934).
It has made people more conscious about how they appear to other people and the way they should look when they meet people outside. This simply gives way to Cooley’s theory of ‘The Looking Glass Self’ and capacitates its rudiments which says that people imagine how they appear to others, how others judge their appearance and how a self-image is developed based on the idea of how other are judging. These rudiments are now the basis of using most of the beauty products which are available in the market, one of the important sources is being the promotion done by media (Cooley, 1902).