Susan Bordo: "Beauty Rediscovers the Male Body"

Spindler, Amy. (1996). “It’s a Face-Lifted, Tummy-Tucked Jungle Out There,” New York Times, June 9.

In Spindler's article, "It's a Face-Lifted, Tummy-Tucked Jungle Out There," she discusses the recent trend in which males are becoming more and more concerned with their appearances.  As one man in the corporate world suggests, "packaging is important." This idea is becoming more and more prominent, as emphasis on youth and appearance is becoming more and more important in the workplace.  "The 50-year-old is in competition with the 30-year-old," according to the vice president and fashion director of Saks Fifth Avenue.  Nowadays, it is not difficult for a man to find ways to make himself look younger and more attractive.  There and numerous products aimed at this goal, from "Super-Shaper briefs" to plastic surgery.  These improvements in appearance are marketing tactics, as they are good for business, supposedly.  Men are currently the targets of a formerly female-dominated industry.  In line with Bordo's ideas, Spindler presents the shift from female beauty enhancement into male beauty enhancement.