Very interesting food for thought here that beauty affects the way we measure the effectiveness of services provided. Surely, that's why the stereotypical gorgeous model has sold so well for so long in advertising. 

I'd like to address the means of defining beauty and how the advertising industry has such an impact on this...

In the last few years, it's definitely more evident that retailers like fashion brand Missguided, and even celebrities from the likes of Kylie Jenner, are capitalising on uncovering flaws, stretch marks, or even the 'tooth-gap' which would have previously been concealed, hidden, or Photo-shopped when it comes to advertising.

It's great that we're starting to embrace these marks which we all have our fair share of. I'm sure there's a much smaller audience who would be able to relate to ultimate perfection after all.

While I'm sure there's a corporate need for Magazine editors etc to make their glossy pages appealing but I wonder whether there's a line to avoid altering the most obvious and misleading traits in a person; body shape, bodyweight or skin colour... I'm sure the list could go on. 

Why? Because if beauty does alter our thought process, it's about time we encouraged a de-construction of 'conventional beauty' because it is so far from relatable. I'd be curious to see how stricter advertising guidelines impact judgement in everyday life, buying motivations, recruitment, and more.