| Summary: | This case study raises ethical issues in the context of the beauty industry. A wide range of goods and services are available to improve the hand that Mother Nature has dealt us. Billions of dollars are spent by consumers annually on appearance-enhancing products and services such as breast augmentation, face lifts, hair-loss treatments, skin lightening, liposuction and anti-ageing, skincare products. This case poses questions about values. Do marketers excessively promote the idea that happiness depends on having youthful looks and a beautiful face? Is it ethical to market happiness by focusing on one's physical appearance? Do marketers promote a culture of superficiality? Do marketers take advantage of vulnerable groups such as insecure, ageing adults or young females at the bottom of the pyramid?
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