Globalization and Commodification of beauty - How setting beauty standards have violated women's rights??

Dr.Girija K.S.; Dr.Basavaraja G

Volume : VIII, Issue : II, February - 2019

Globalization and Commodification of beauty - How setting beauty standards have violated women's rights??

Dr. Girija K. S. , Dr. Basavaraja G

Abstract :

This historic statement was made by Hillary Clinton at the UN conference on Human Rights way back in September 1995. It�s a long way since we have travelled through. However in these years globally there is rampant violation of women�s rights psychologically, physically, morally, mentally and culturally too. This article looks into the historical perspective of the implementation of globalization in India and its deep rooted influence on the Indian women�s beauty consciousness. The market oriented policies that was welcomed with red carpet through LPG gradually spread its tentacles throughout the country and the cultural invasion was one among them. The cosmetic industry grew rampantly and after 1990s all of a sudden Indian women were crowned with Miss Universe, Miss World titles etc., etc., and due to concerted efforts by the Industry, women suddenly started realizing the importance about their physical beauty and all sorts of cosmetics over-flooded the market whose sole purpose was to make realize women of their beauty and hence, appe� good, to look beautiful, to be white in color became important than being natural. At a time when black was beautiful too, to look white in color, to give importance to white skin and the types of soaps, shampoos, skin whitening creams, fairness creams, hair dying creams, etc., occupied our markets and before we even realized what was happening we were shown that this is the way a women should be and were shown of beauty queens as our role models. Globalization and market oriented economy achieved their purpose without the slightest opposition; successfully. Today we find this phenomena ruling the industry and many women have become victims too and their rights also violated. This article deals at length the influence of such policies on Indian socio-cultural ethos its impact on the commodification of women�s body