the BE cause

where the Pinay speaks on womanhood



celebrate: an honest ad about bad hair days

And Solenn Heussaff for not minding that it makes her look like some crazy woman fighting with her hair. We all get those days sometimes. And at least it makes her more human, less of the image of the female celebrity as perfect. We take what we can get these days. 🙂



the beauty deception (part 1)

At the heart of this absurd state of affairs, this bombardment of the fake perfected images of the Pinay celebrity, is the fact of a lie. Because all these celebrities who sell whitening? They are fair skinned to begin with, from Heart Evangelista to Angel Locsin, Kim Chiu to Bea Alonzo, and everybody else mentioned thus far. By putting their faces beside these whitening products, they end up selling a lie to Pinays, telling them to buy a product that these celebrities do not need because they’ve been fair-skinned since birth —or at least since we started watching them on TV.

This is really Belo country. It’s the worst country to be in.

Yet I have faith in these celebrities still, and in their ability to say no. Because they can decide to be more responsible about the images they sell to a public that looks up to them, that aspires to be them. They can decide not to sell whitening products, not to sell cosmetic surgeries or beauty treatments, in order to speak of perfection.

I could not but be heartbroken at the sight of Iza Calzado’s Belo billboard, where I had always thought her more intelligent than her lot of celebrities, and her struggles with weight one that any other girl would learn from because it does not fall back on beauty treatments—until that billboard. This is why I love KC Concepcion’s strong body versus reed thin and unhealthy; why there is hope in celebrities like the Magalona sisters, Bianca Gonzales and Bubbles Paraiso, Alessandra da Rossi, who do not sell whitening; the latter three have taken a stand against it. This is why I imagine that Heart will have it in her to stop from selling Ponds Whitening, because it is horrible of a Senator’s wife-to-be to be selling such superficiality. That is also why I remain hopeful that the Presidential sister will use her intelligence and stop selling whitening and superficiality.


celebrate! Bench!

though maybe a little more morena on the girls, yes? they are “whitened” to some extent, when they shouldn’t be.

still, look at the diversity in skin here. it’s rare in this country, and as such we push Bench to take it further.


kathrynforbench kathrynforbench2

might you tell your photoshop guys to stop touching your models’ skin color in the process of cleaning up its blemishes? please, Bench?

truth: Brenna McCaffrey on bodies in advertising

i always thought it a very sad thing, that as we focus more on how Pinays look, and as there is a demand that we all be a certain kind of skinny, that in fact it is the naturally skinny, that we end up oppressing right back as we call for the “normal” body size. we forget that the “normal” cuts across all sizes, and that includes the naturally skinny. 

talking about the Victoria’s Secret VS Dove in the love-your-body-campaign, Brenna McCaffrey asserts that in fact we should be critical instead of these women’s bodies and what is attached to them, i.e., what are these selling?

We all need to buy soap or lotion or those special halter-back bras from Victoria’s Secret; companies make a business selling us things. So buy the things you need–but don’t let them convince you that you “need” something to make you sexier, prettier, more confident, or more desirable. Be critical of advertising and don’t fall for the celebration of “body-positive advertising” that is just another front for manipulative marketing. Criticize the sexism, the airbrushing, and the message that you are not good enough. And don’t tell the Victoria’s Secret model to eat a sandwich. 


for the every Pinay, the first step might also be to live everyday without judging women by their size, or by how they look. because we know too that those judgments are borne of what advertising images tell us to be ideal, and as McCaffrey says, none of that is true because this is all just a way to sell us something.

and yes, we can continue to buy the products we need — or want for that matter. as long as we don’t believe that it will give us the skin of Anne Curtis (which was always white to begin with BTW), or the riches of Gretchen Barreto (which has nothing to do with the shampoo she uses). as long as we are aware that these are but products, and they are secondary to us.

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