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Have you ever wonder what is the common trait between a mattress, apple marmelade and a lipstick ? The answer is that it drives you beautiful and very, very happy. If this answer sounds funny to you in the first place, it’s because you probably already know it’s the truth one want you to believe, and whether you like it or not you’ll believe it at the end. You have probably already heard about the culture of image we live in : The multiplication of images encourage you to adopt this or that behaviors. But have you ever consider the implication of Beauty ? 

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The XXth century has seen the birth of a massive consumption of objects and, at the same time, a total re-assessment of the role of Art as a figure of Beauty, creating in this way a general confusion regarding the relationship between human being and beauty, as between beauty and aesthetics. Meanwhile, this effect had a great impact, transforming Beauty, intrinsically an aim, as a tool to sell. Nowadays, our whole environment is organized around the consumption of Beauty, whether by companies or by ourselves (who have been given the tools to do so by the same companies). This pursuit of aesthetics we experience, added to as consumerist system, had repercussions on the definition of Beauty, understood as cosmetized and vain.

The more Beauty was depreciated – before being finally rejected from the noble field of arts –  the more the industry of taste has grown. Thereby, beauty slowly slipped from rare to buyable and eventually, a daily concern. As a consumer, I can tell that the cosmetization of our daily life is sold as a recipe of happiness and an end in itself. However, it also brings a feeling of power as much as it gives the right to (be) judge(d) and discriminate(d). Therefore Beauty is now a part of a triangle involving identities and environments.

As a designer, I am wondering how we can engage new relationships with Beauty and experience it differently, in order to benefit individuals. Our behaviors regarding Beauty reflect a mechanism of power that involves ourselves and our environment, engaging societal issues as a control of individuals, for what design might have a role to play to propose alternatives to the tyranny of Beauty. Besides, I’d like to propose a materialization of our behaviors regarding the Beauty’s industry, as an electroshock, and offer tools of self-empowerment to get ride of rules and construct one’s own perception of Beauty.