Thanks to Palmolive’s beauty soap, “Youth is being retained.” Or so promises the ad in this Ladies Home Journal from 1926.

“Modern mothers” (who use these products) compete with their “daughters of debutante age.”

Uh huh.

Studies show that when we read so-called “women’s magazines,” our self-esteem plummets several percentage points. Which is good if you’re an advertiser, because that opens the door to the multi-billion dollar “cures” for ugly. Even more disturbing is the allusion here that age = unattractiveness.

In The Beauty Myth, Naomi Wolf writes that women’s magazines make their money by selling women on the idea that they’re suffering from a disease of “terminal ugliness.”

While scanning the pages of these early 20th Century women’s magazines, I was aghast to learn that manufacturers of so-called beauty products have been selling “terminal ugliness” for more than 80 years now.

The saddest part is, we keep buying into it.

A gorgeous 25-year-old woman named America Ferrera plays “Betty Suarez” on the popular ABC sitcom “Ugly Betty.”  The Hollywood-inflicted “uglying” of this Hispanic beauty is a paper-thin veneer, and really does little to hide Miss Ferrera’s natural good looks. It’s not hard to look beyond the extra-bushy eyebrows, gray-metal braces, uncoiffed hair and unattractive glass frames, and see that Ms. Ferrera is quite beautiful.

In addition to her lovely facial features, Ms. Ferrara has a well toned, shapely, feminine form. Slap on some braces and stir up the extra-bushy eyebrows and voila, you’ve got instant ugly? If that’s the case, there’s little hope for the rest of us.

If “Ugly Betty” is the measure of an ugly woman, we’re all in trouble deep. We “average women” are in trouble. Mainstream media is constantly force-feeding us the crazy notion that we have to be beautiful to be worthy, or even worse, to be loved.

In the powerful book, Flesh Wounds author Virginia L. Blum talks about an interview she had with a famous plastic surgeon. He told her,

The way you look has a lot to do with whether you’re going to attract somebody else. Let’s be pragmatic about the fact that if a woman cease to be attractive physically, it affects the physical, intimate relationship. I’ve seen women who have not had particularly good relationships or haven’t had a relationship with men for a long time and I make them look younger and prettier and they go on to get married and have wonderful, stable relationships. There’s absolutely no question that the face-lift helped them. We live in a real physical world (p. 127).

Ms. Blum responds to this with her own insights:

[The plastic surgeon] spoke with such authority. Yoked to his honesty is a kind of fiction about the transformative possibilities of plastic surgery. You can change her life. You can make her someone whom someone else would be willing to love. More to the point, if she isn’t succeeding on the dating/marriage market, it must be because she’s not attractive enough. That’s the most unsettling part of his account, isn’t it?

The self-evident undesirability of the woman who isn’t young and pretty. Young and pretty. You can’t have pretty without the young. As a feminist, I am indignant. Outraged (Flesh Wounds: The Culture of Cosmetic Surgery, Virginia L. Blum, p. 127).

Like Ms. Blum, I also feel indignant and outraged. And Ugly Betty may be an award-winning sitcom, but the problem with it is, it perpetuates the tiresome message that’s been drilled into women’s heads for decades now. Ugly is a problem. Fix ugly with money. Spend money. Get pretty and then you’ll get love, because then you’ll be worthy of love.

In other words, money buys love.

In The Beauty Myth, Naomi Wolf writes that women’s magazines make their money by selling women on the idea that they’re suffering from a disease of “terminal ugliness,” and that this opens the to sell billions of dollars of “cures.”

And that seems to be the subtle message of Ugly Betty. We “less-than-beautiful” women need to spend a little more money on better glasses and better haircuts and invisible braces and electrolysis and then - only then - will the burdensome mantle of “ugly” be lifted off our shoulders and our true beauty will be revealed. And then, maybe then, we’ll find true love.

We just need to spend a little more money to be cured of that horrible disease of “terminal ugliness.”

I live for that happy day when I turn on the evening news and find that the male news anchors are young, svelte, well-coiffed and gorgeous, and the women news anchors are pudgy, untanned, hairless and unkempt. That’ll be my proof that the age of enlightenment has begun.