The "fashion-beauty complex'," representing the corporate interests involved in the fashion and beauty industries, has, Bartky argues, taken over from the family and church as "central producers and regulators of 'femininity'" (1990, p. 39). The fashion-beauty complex promotes itself to women as seeking to, "glorify the female body and to provide opportunities for narcissistic indulgence'' but in fact its aim is to "depreciate woman's body and deal a blow to her narcissism'' so that she will buy more products. The result is that a woman feels constantly deficient and that her body requires "either alteration or else heroic measures merely to conserve it'' (p. 39).
