Comment »Posted on Friday 26 June 2009 at 8:48 am by Jacob Aron
In Getting It Wrong

Apparently women are at their happiest when the reach the age of 28. Don’t take my word for it though – the hair colour company Clairol have commissioned a “study” of 4,000 women. A spokesman for the company said:

“The age of 28 has been pinpointed as the time in a woman’s life their hair looks the best, body shape is at its peak and confidence is at an all-time high.”

The “research” consisted of asking women at what point they were happiest in 12 “key areas” of their lives. If you really care, the Telegraph story linked above lists the various nonsense answers.

It also seems that 56% of women worry about losing their looks as they age. That’s good news for Clairol then, as their entire business model is built on convincing women that they are unattractive and must buy their products in order to looks good.

Psychologist Corinne Sweet offered these words of wisdom to women concerned about their appearance:

“Having a good hair day is essential to success both at work and in love, as many women still feel their hair is their crowning glory

“Considering it was found that women have six bad hair days a month, anything women can rely on to improve their hair at home, in the minimum of time with guaranteed results can mean a huge lift in well-being, confidence and self-esteem.”

Yes girls, nothing is more important than your hair. Without good hair, you cannot be successful. Buy Clairol products, or your life will be a meaningless mess. After all, “research” and a psychologist say so.

Corinne Sweet avoids the wrath of my scare quotes because, according to her biography at least, she is currently doing an MSc in Psychodynamics of Human Development at the Birkbeck Psychology Department. The rest of her website reveals she is very much a journalist/broadcaster though, so I imagine she was just approached by Clairol to slap her name on their bullshit in order to give it a veneer of respectability.

The Telegraph fell for it, and saw fit to report the “story” in their Health section. I hope all my female readers are already rushing to the chemists to stock up on Clairol products. Hurry, before it’s too late.

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