“Beauty is rare and hard to achieve.”
This is the message the Nader Saab Clinic conveys to women in Lebanon. Billboards announcing this slogan span the Beirut roads, all the way from the airport to the hospital itself in Adonis.
Nader Saab is a plastic surgery clinic that whose major profits are a result of the social pressure on women to look “beautiful,” and this specific ad is the perfect reflection of that.
“Beauty is hard to achieve,” they say, so, head over to our premises, pay your money and we will work our magic to make you “beautiful,” something you cannot achieve naturally.
Nader Saab is yet another corporation trying to drag women into the same vicious circle that other companies and ad agencies make profit from, showing women an unreal image and making them feel left out, ugly even, if they don’t look like that specific stereotype.
The more dangerous part of this ad is the underlying message of the statement itself: beauty is rare, and hard to achieve without intervention.
Beauty is something undefined and relative, and there is no specific person or plastic surgeon who can or should allow themselves to define it and apply it as a norm.
We would like to take this chance to give some free advice in the form of a more realistic message to all women (and men):
Beauty is relative. Beauty cannot and should not be stereotyped.
It is absolutely unethical for a hospital to advertise itself using words that make women believe they can never look good unless they undergo plastic surgery (or surgeries).
To quote a cliché, “beauty is in the eye of the beholder.”
It is not difficult to find, and it most certainly is not a rarity that can only be found once surrounded with Botox, silicon, and has had any form of fat sucked out of it.
Go ahead, ladies, look into the mirror. There. That’s beauty right there.