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Everyone Wants To Get Into My Wallet!

Late one night as I was driving down the city, I looked up at a huge billboard of Sushmita Sen, an advertisement for Kiah jewellery, which said,

You are the occasion
You are the celebration

I told him,

I really love that ad!

He smiled and said,

You would. It celebrates you, after all.

~o~o~o~o~o~o~o~

Earlier in the month, I wrote about my first experience with luxuriant self-indulgence, the retail therapy way. I wear my diamonds with pride, a pride that comes not exactly from their aesthetic value but from the knowledge that I earned the power to buy them for myself.

~o~o~o~o~o~o~o~

A few years ago, I wrote about the Superwoman. I don’t know whether to be happy or not that it’s turning out to be prophetic. Take a minute to think about my words..

I am the center of a marketing model titled “High income single decision maker”
I am the brief given to fashion houses when they design the new Prada suit
I am described as ‘Joan of Arc meets Helen of Troy’

We are indeed, the hot new consumer demographic. Urban women, financially self-sufficient with all the trappings of our successful professional status – the need for new status symbols combined with the ability to pay for them.

~o~o~o~o~o~o~o~

Our parents’ generation saw the upsurge of women at work and all the initial beginnings like the glass ceiling, women bosses et al. Our generation in contrast is the one that gets to enjoy it (and be taken advantage of). We’re prominent for our purchasing power and marketers have been quick to pick up on the need for our own set of status symbols and paraphernalia. I speak as the target group of a woman who earns and has the independence to spend. I also speak as a marketing professional, seeing the other side of it, so to speak.

Successful men who earn well have been well tapped into as a market and are induced to spend on everything from their own selves (personal gadgets, cars), social settings (restaurants, pubs, sports activities) and all sorts of dating-related paraphernalia (presents for women, tokens of what makes them an ‘ideal partner’). What do their opposite numbers in our sex have?

We have shoes, clothes, bags, accessories, jewelery, make-up and personal grooming services. If the men-targeted products homed in on the traditional masculine need to be macho and an alpha male, we are being targeted for our vanity and need to be ‘the babe’.

Of course, the more complicated dynamics of women actually competing with each other in these stakes is well played out. What else do you think Bhala uski saadi meri saadi se safed kaisi is?

The more expensive products are obviously affordable only to a certain type of woman – she has a career, she’s ambitious and wants to be respected for her intelligence, she doesn’t want to stand in anyone’s shadow, she has a personality of her own. And hence diamonds, super-expensive shoes and clothes come with the messages that they respect your individuality, celebrate your independence and will take Visa as well as American Express.

~o~o~o~o~o~o~o~

I was invited to the premier showing of the big Hollywood release of Confessions of a Shopaholic. I saw the movie with a group of girlfriends and all of us identified with the heroine. We would, she’s based on us after all. While the movie is meant to be a really light-hearted comedy, it points to something deeper.
I got to wondering about the phenomenon of shopaholism. Is it a reality that we’re likely to be facing very soon? All manner of excess is driven towards filling a need that hasn’t been satisfied earlier. So women who binge are thought to be unconsciously compensating for a lack of affection in their lives. What unmet need are we trying to plug with this excessive buying?

Becky Bloomwood in the movie nails it on the head when she explains her addiction,

Because when I shop, it feels so pretty, so nice, so good! And then it doesn’t so I have to shop even more!

True to all successful marketing strategies, this one also gives us a taste of what we like and then leaves us begging for more. Shinier hair! Higher heels! Bigger (and smaller) bags! Cooler sunglasses! Brighter make-up! Lotions, creams, gels, powders, liquid liners, sticks, brushes, concealers, colorants, rinses, crayons, cakes, gloss, sequins, beads, rhinestones, denim, silk, linen, velvet….the list never ends.

So for all our gloss and gorgeousness, we are nothing more than the product of a very successful marketing program designed to relieve us our newly-minted paychecks. ‘Fabulous’ is the bait they use to lure us in and the looming bill at the end of the month is the hook.

It used to be about too many people wanting to get into my pants.
Now everyone wants to get into my wallet!!

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Superwoman

I am the only kid on the tree in pigtails
I am rejection & peer pressure superimposed on intelligence & expectations
I am the daughter who will one day be the ‘man of the house’

I am the big attitude-no boyfriends Alanis Morisette of the peer group
I am the feminist preaching to ‘the boys’ in between hanging out with them.
I am the second lead in an ‘all-male’ rock band.

I am the token female candidate in a job selection group discussion
I am one of two women at a client meeting, six months later
I am the slender figure balancing a laptop, files and a mobile phone and refusing a seat on the bus.

I am a solitary memo marked “Dear Madam” atop of a pile of “Dear Sir” notes
I am one who knows which detergent brand sells highest but not which cleans best
I am a woman who hates cooking and is proud of the fact

I am the one publications write about when they describe the new work ethic
I am the inspiration for a new wave of soap operas and talk shows
I am the author of a scathing article on fairness creams

I am the center of a marketing model titled “High income single decision maker”
I am the brief given to fashion houses when they design the new Prada suit
I am described as ‘Joan of Arc meets Helen of Troy’

I am a social butterfly, the party animal, the cool lady who always leaves alone
I am a modern day Cinderella looking for a perfect foot to fit her shoe…and none ever do
I am the last of my friends to get married but mine is the grandest wedding of all

I am an overflowing inbox of memos, bills and ads after my 2-day honeymoon
I am the ‘expert cook in 10 days’ since I am always the best
I am the 5 am alarm for the milkman, the 10 am board meeting, the working lunch and the home cooked gourmet dinner on my first anniversary

I am a romantic SMS keyed in surreptitiously at a meeting
I am two daily planners to be co-ordinated for any family function
I am performance anxiety, loneliness, guilt, fear and ambition all masquerading as PMS

I am the ‘equal half’ of a DINK
I am the face that receives a slap for being better
And only sometimes, am I the fist that hits back

I am the luggage with a tag from every single metro in the world
I am the signature on the exclusive gold card
I am a posh address that is more a museum than a home

I am the employee code on a maternity leave application tacked to the bottom of a report
I am the voice on a conference call from home to 2 countries
I am the emergency Ceasarean operation due to hypertension

I am the lovely lady at the end of the day while my mom is mom to my kids too
I am the signature on a delivery receipt for a dollhouse and an encyclopedia set
And on a resignation letter that speaks of ‘time for family’ and not a word about sacrifices

I am music lessons, art classes, camps, sports teams and tuitions after school
I am the good manners, language fluency, social etiquette and grades all at 7
I am the hands that dress the star of the show in a kindergarten play
As also the signature on a report card that says “Shows aptitude for figures. Is very quiet and withdrawn”
I am the mother of a brilliant, talented 3-foot stressed know-it-all
….…..the wife of a resentful, guilt-wracked escapist
…….…the lover of a ‘new-age’ sensitive weakling
and the owner of a picture perfect 40 going on 25 face

I am the compartmentalized fragments of what was born a human being
And lives as ..and will one day die as…..Superwoman

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A version of this post appears on Yahoo! Real Beauty.

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