Recently, with all of the college stress finally winding down (I do plan to write future posts about my college application process), I thought it would be a good time to do some self-care. But, what exactly does that entail? In my mind that entails relaxation, face masks, Netflix, family time, writing this post (and the introspection that it entails), and more activities along a similar vein. But, as I was about to "indulge" in these activities, I was thinking about the marketing of self-care and the industry itself. There is inherently a level of privilege in the way self-care is promoted today and what seems like a holistic focus inwards has a $450 billion market (compared to a $4 billion market in 2014) selling a completely different narrative.
In the true fashion of capitalism, we have found a way to make an escape from worldly pressures into marketable products.The idea of self-care being an indulgence begins the deviation of self-care from its original intent. And rightfully so because for a large majority of people, the cost of self-care products is unrealistic, and the advent of so many different forms of self-care that seem essential can make it seem impossible to practice self-care without elaborate essential oils, moisturizing face masks, and air purifiers that seem to barely have a noticeable effect besides placebo. Even skincare, which is inexplicably tied to self-care, often boasts $15 to $20 price tags, on the low end, and up to several hundred for "specially formulated" products. Even though luxury products are obviously marketed for the upper classes, this constant promotion of wellness products with high prices creates a false association between self-care and the need to purchase products. Ultimately, this feeds into treating self-care as an occasional splurge instead of a constant practice.
In addition to the monetary aspect of self-care comes the aspect of time. For many people spending time journaling or relaxing simply isn't possible with demanding work and family responsibilities. Taking the time to do things that have no physical output (obviously it provides incredible mental and personal benefits) is not a possibility for many low-income workers and families. Therefore, pushing the idea that in times of stress, one should just relax, meditate, or "chill" is simply not possible and may cause more detriment than benefit.
One final thought I had was in regards to how self-care and even conversations about mental health are highly disparate across gender. Most self-care products are branded with the target audience being female which only contributes to the lack of discussion of mental health within nonbinary and male communities. If we want to begin to address mental and physical health across all genders, we must begin by removing the subliminal messaging to nonbinary and male audiences that self-care and showing grace towards ourselves is exclusively feminine. Getting some of my male friends to talk about mental illness takes a while whereas with females it seems to be a constant subject of conversation. We often seem to neglect the dramatically high rates of suicide in male populations or simply wonder why it exists instead of looking at the branding of self-care products and even conversations about mental health being viewed differently across gender.
So, you may be wondering what we should do: Completely abandon the idea of self-care because there is a level of elitism inherently tied to it? Like usual, I don't have a solution, but I think being cognizant of how the branding of self-care has been transformed and fallen into the clutches of materialism is a step in the right direction. Obviously, I have to recognize the irony of this statement considering this blog is all about introspection, which is inherently privileged - having time to analyze and share my thoughts with the world instead of needing to provide for my family. How can we begin to shift the focus of self-care away from material possessions and instead on its original purpose: being conscious and aware of mental health and treating ourselves with kindess? And how can we alter this system with recognition of its privileged nature and its unequal marketing across gender? I would love to hear your thoughts!
Thanks for reading,
Janvi :)
The term "self care" would suggest own care by self, but somehow such self care seems to have been taken over by the industry. Aggressive marketing of its products and processes through audio-visual blast is blatantly visible everywhere. In many ways, we all, both females and males, continue to automatically detox, consciously or otherwise, in the absence of which our life could well be intolerable, Such self-care of both physical and mental state comes to us naturally as a part of our basic instincts. Perhaps, self-care differentiates us human beings from animals and beasts; just imagine how we would look or perceived to be if over a long period found to be with unkempt hair, uncut nails, bodies stinking without bath, negative and dirty thoughts and so on.... .
ReplyDeleteTo address the question of gender specific campaigns by the industry for self care products and processes, may be over the years the women have evolved to a thought process of competing with other females to look better than others to attract their chosen mates (incidentally, its the males amongst all animals and birds etc. trying to attract females of their species through various forms of mating dances). Also, its possible the women are found to be more gullible to marketing gimmicks, and ready to spend even ugly sums of money for such self care. Isn't there a similar vast market waiting to meet pent up demands for the men as well. I think the corporates are just about waking up to the idea of taking care of these latent needs on way to huge profits in the future. Meanwhile, men continue to indulge women in their quest for looking good and basking in such false glory, whereby their physical and mental health actually has always been in their own hands through "self care". Of course, as of now corporates have the last laugh!