Not just a pretty face: the cultural contexts of beauty in Asia

At a time when beauty campaigns are increasingly influential on a woman's idea of beauty, Nazia Hussain from Ogilvy & Mather sets out to explain the cultural constructs which underpin beauty in Asia.

Not just a pretty face: the cultural contexts of beauty in Asia

Nazia Hussain Ogilvy & Mather

Contents

  1. Ideals of Beauty and Femininity
  2. The Social Role of Beauty
  3. The Cult of Improvement and Beauty as Skill
  4. Pleasure in Ritual: Care, Grooming and Adornment
  5. A Tool for Success
  6. The Cultural Contexts of Skin Colour
  7. The Evolving Synergy of Beauty and Health
  8. Notions of Real Beauty Today

Introduction

This paper evolved out of a desire to understand the meaning of beauty, and in particular the notion of 'real beauty', amongst women across the world today. Across cultures, much has been said...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands