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The feminine subject is seen to choose beauty as an constant practice of self-love. 
Women's bodies, particularly their faces, became sites for consumption and self-expression. Imagery of ageless flawless beauty is utilized by massive commercial interests to create a beauty culture. The beauty consumers accept corporate care regimes and aspire to emulate the perfect beauty in the advertising imagery. Mainstream media representations of women have shaped the concepts of femininity and have influenced the way women view and present themselves in various contexts. Theory on Self-Presentation described how individuals perform roles to project a desired impression to others.

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