My essay examines the importance western society has placed on beauty and the ever changing ideals imposed upon women.

The 20th century has seen a huge upsurge in the importance placed by Western society on physical beauty, particularly for women. The fashion, cosmetics and plastic surgery industries have thrived on 20th century preoccupation with physical appearance. It is a preoccupation that affects women in every sphere, whether they choose to pander to it or not. This essay examines female beauty in the 20th century in terms of popular culture, in particular fashion, cinema and …

…the constant change I have described above, but the constant importance of outward appearances in so many women's lives, even those who reject 20th century cultural norms. The escalating growth of the fashion, cosmetics and cosmetic surgery industries is a testament to Western society's obsession with being beautiful. And because beauty is irreversibly linked with success in the Western psyche, out obsession with physical attractiveness looks set to continue into the next century and beyond.