19 Nov 2018

Women should not feel pretty 

Stains, wrinkles, hairs, scars are unacceptable according to Croatia's Bagatin Clinic, no woman should have them because these kind of female imperfections should only be allowed on pieces of art. 

Lidija Pisker
Lidija Pisker NewsMavens, Balkans
Women should not feel pretty  - NewsMavens
Woman in mirror, PixaBay

Why this story matters:

"Beautiful only when painted" ("Lijepo samo na slici") is a new commercial campaign for laser skin treatments targeting Croatian women aimed at shaming women into adhering to patriarchal beauty norms. 

Bagatin's marketing campaign tells women that hairs, stains and wrinkles are beautiful only when painted, even if they are a reflection of what reality is all about -- imperfections of nature and aging. 

But in reality -- women should feel ashamed and ugly if they have them. 

One of the comments on Instagram says the campaign's visuals are "out of the box."

But they are exactly the opposite -- they put women inside the frames of forced standards of female beauty. 

Beauty should be in the eyes of the observers, but the Bagatin's campaign creators have dared to take away the privilege. According to them, women should be frustrated and unhappy with how they look and spend their time and money on Bagatin and similar companies which can "fix them".

Details from the story:

  • The Zagreb based Bagatin Clinic has recently launched a campaign for laser skin treatment titled "Beautiful only if painted."
  • The campaign is built around famous paintings portraying women with hairs on their hands, wrinkles under their eyes, stains, etc. Each painting is accompanied with a message "Beautiful only if painted." 
  • The campaign was supported by Croatian celebrity female singers, actresses and TV hosts. 

Project #Femfacts co-financed by European Commission Directorate-General for Communications Networks, Content and Technology as part of the Pilot Project – Media Literacy For All

The information and views set out on this website are those of the author(s) and do not necessarily reflect the official opinion of the European Union. Neither the European Union institutions and bodies nor any person acting on their behalf may be held responsible for the use which may be made of the information contained therein.

NewsMavens is a media start-up within Gazeta Wyborcza, Poland's largest liberal broadsheet published by Agora S.A. NewsMavens is currently financed by Gazeta Wyborcza and Google DNI Fund.
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