Karen Mwende Kinuthia (2020) The Evolution Of Beauty Standards Among Kenyan Youths: An Analysis Of The Detriments Arising From Extreme Beauty Practices. Thesis thesis, UNIVERSITAS AIRLANGGA.

	Text (COVER) 1. COVER.pdf Download (722kB)
	Text (ABSTRACT) 2. ABSTRACT.pdf Download (360kB)
	Text (TABLE OF CONTENTS) 3. TABLE OF CONTENTS.pdf Download (392kB)
	Text (CHAPTER I) 4. CHAPTER ONE INTRODUCTION.pdf Download (505kB)
	Text (CHAPTER II) 5. CHAPTER TWO LITERATURE REVIEW.pdf Restricted to Registered users only until 13 January 2024. Download (686kB) | Request a copy
	Text (CHAPTER III) 6. CHAPTER THREE RESEARCH METHODOLOGY.pdf Restricted to Registered users only until 13 January 2024. Download (674kB) | Request a copy
	Text (CHAPTER IV) 7. CHAPTER FOUR THE STIMULANTS OF EXTREME BEAUTY PRACTICES.pdf Restricted to Registered users only until 13 January 2024. Download (1MB) | Request a copy
	Text (CHAPTER V) 8. CHAPTER FIVE THE DETRIMENTS OF EXTREME BEAUTY PRACTICES.pdf Restricted to Registered users only until 13 January 2024. Download (752kB) | Request a copy
	Text (CHAPTER VI) 9. CHAPTER SIX CONCLUSION.pdf Restricted to Registered users only until 13 January 2024. Download (361kB) | Request a copy
	Text (REFERENCE) 10. REFERENCE.pdf Download (538kB)
	Text (PERMOHONAN EMBARGO) 11. PERMOHONAN EMBARGO.pdf Restricted to Registered users only Download (143kB) | Request a copy

Abstract

People’s opinion of beauty vary from time to time, as well as well as, from place to place. However, there are some common, dominant aspects of beauty that have been induced and fuelled by the society and the cosmetics industry. This study sought out to find out how social and the cosmetics industry have influenced the spread beauty standards and how these standards have caused women to seek extreme beauty practices like skin bleaching to meet the standard. The study explores the phenomenon through adoption of Jean Baudrillard’s theory of consumption, system of objects, symbolic exchange and simulacra and simulation. The study also incorporates Pierre Bourdieu’s theory of habitus to explain how society influences beauty ideologies, and Lewis Sklair’s theory of transnational capitalism to explain how cosmetics industry continually produce and convince women to purchase these products. The methodology used in this study was qualitative research, where primary data collected through in-depth interviews with young Kenyan women, sellers and hair stylists was supplemented through secondary data. The secondary data was inclusive of visual analysis of the product packaging of skin bleaching products and hair relaxers. Colorism and texturism were identified as the main triggers of extreme beauty practices which were enabled by both the society as well as the cosmetics industry. Lack of enough representation of black models with natural hair in marketing as well as continued sale and marketing of such products as healthy and beauty-oriented further promulgates the ideal beauty as fair skinned with straight hair.

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