From the pages of every mainstream women’s magazine—between the list of 43 things every confident woman knows and the six-week ab-blasting plan—the ads beckon. Conditioners enriched with vitamins vow to make each strand 10 times stronger. Undereye concealers containing white-tea antioxidants claim to combat the cellular damage that deepens those oh-so-unsightly dark circles. Pricey foundations promise to rejuvenate the face at the molecular level with the new Pro-Xylane compound, carefully extracted from Eastern European beech trees.
The first thing you see is food. a breastlike dome of cake towers at the top of the ad, frosted pink with a raspberry on top. “It’s like dessert for your legs,” declares the text, and just in case this copy wasn’t clear, below it a pair of cellulite-free gams balances a bottle of Skintimate After-Shave Gel in lieu of icing.