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Beauty Kit

Pleix (FR 2002, 2:17 min)

Cutely designed fake-commercials for the Beauty Kit: a do-it-yourself suitcase filled with instruments, helping little girls to adjust their body according to contemporary beauty standards, as set by the media. The combination of the sweet music and the dry instructional images creates a comical, but also cynical effect. It perfectly captures the concern that young girls are still – perhaps even more so – bombarded with all kinds of products that help them take care of and improve their appearance. These ads also seem to be targeting an increasingly younger audience: with children having access to the internet, they are easy ‘victims’ of corporate targeting, causing them to be too sexy, too soon: “Don’t wait for mother nature!”. As a result, this work from 2001 has actually only become more relevant with the years. Should we protect our young girls from plastic surgery? Are they maturing too soon? Or are these concerns irrational?

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