In North America, we're used to beauty competitions filled with floor-length prom-style dresses and loads of makeup. However, Miss Universe Japan is changing all those presumptions.
The latest Miss Universe competition featured the girls in more relaxed designs, natural makeup and, during the swimsuit competition, super-sweet 40s-inspired suits that vintage lovers would love to have.
Nice to see a little less hairspray and more natural beauty from these competitions!
Implications - In a world where the standard for beauty is both uniform and unattainable by the masses, pageants, magazines and other pop cultures mediums that celebrate this ideal are seeing decreased consumer interest. Outlets that approach these rituals in an unconventional, humorous way make a statement about this unachievable standard of beauty attracting consumers who are not interested in celebrating an outdated and irrational definition of beauty.