Intentionally seeking unattractive physical alterations
Implications - In 2009, we discussed the acceptance of body modification, in particular tattoos. But while tattoos have become universally acceptable, other kinds of body modification are coming to the fore. These are extreme, intentional alterations to the body that have traditionally been considered unattractive. Going against society’s definition of beauty appeals to these consumers’ desire for uniqueness and self-expression, but it can also mean an overall shift in conventional notions of attractiveness.