The Spanish Society of Aesthetic Medicine and Surgery Clinics (Semyce) has conveyed its disagreement with the campaign ‘I am Real, I am Authentic’ that has promoted the Women’s Institute dependent on the Ministry of Equality that directs Irene Montero for considering that “excludes” and points out how “unreal” to a large sector of the female population.
“If what we are trying to do is end clichés, let’s not spread new clichés“, they have transferred from Semyce in a statement in which they have wanted to clarify that they do not have “no political bias” and that, therefore, they would not like to be put “no label” before these statements.
From Semyce there is no doubt that this campaign launched by the Women’s Institute “has been done with the best intention”, but even so they consider “that exclude and mark as not very real and authentic to a large sector of the female population”, they have pointed out.
less real women
“Since this campaign, what many women receive who they dye their gray hair, or have an aesthetic treatment to remove their wrinkles, wax or undergo reconstructive surgery after a mastectomyis that they are less real, less authentic”, they have indicated in relation to the video of this campaign.
Although they have assured that they do not have “nothing to object to those women in the ad who have freely chosen how they want to wear their maturity or their physical appearance”, from Semyce they defend that women “who think differently they are so real and authentic how are you”. “The women of the 21st century, at least in Spain and a large part of the world, unfortunately not all adults, free and know what they want“, they have thus settled their statement.
Campaign
The Women’s Institute launched this campaign in October 2022 with the aim of “sensitize and raise awareness the general population about gender stereotypes based on the imposition of some female beauty models, normativized and unreal, which become a parameter of their assessment due to their physical appearance”, according to the organization regarding this project.
The “I’m Real. I am Authentic& rdquor;, has the objective of raising awareness about gender stereotypes based on the imposition of normatized female beauty models.
Get information here: https://t.co/ljwuL3YEnI#I’mRealI’mAuthentic pic.twitter.com/dIfs90CumF
– Women’s Institute (@InstMujeres) October 31, 2022
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These stereotypes, according to the Women’s Institute, “condition” the vital expectations of womenespecially of girls and can lead to “generating situations of aesthetic violence in its most extreme manifestation”.
In this context, they maintain that the campaign seeks “inspire security and self-confidence” to the generality of women, “demonstrating in a constructive tone that beauty is not subject to standardized canons”, nor is it the “only characteristic” that defines them.