The Society of Aesthetic Medicine Clinics charges against a campaign of…

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The Spanish Society of Aesthetic Medicine and Surgery Clinics (Semyce) has conveyed its disagreement with the ‘I’m Real, I’m Authentic’ campaign promoted by the Ministry of Equality through the Women’s Institute, considering that it “excludes” and points out ” as unreal” to a large sector of the female population.

“If what we are trying to do is end the clichés, let’s not spread new clichés”, they have transferred from Semyce in a statement in which they have wanted to clarify that they do not have “any political bias” and that, therefore, they would not like them to put “no label” on these statements.

From Semyce they do not doubt that this campaign “has been carried out with the best intentions”, but even so they consider “that it excludes and marks a large sector of the female population as unreal and authentic”, they have pointed out.

“From this campaign, what many women who dye their gray hair, or have an aesthetic treatment to eliminate their wrinkles, wax their hair or undergo reconstructive surgery after a mastectomy, receive is that they are less real, less authentic”, they have pointed out in relation to the video of this campaign.

Although they have assured that they have “nothing to object to those women in the ad who have freely chosen how they want to wear their maturity or their physical appearance”, from Semyce they defend that women “who think differently are as real and authentic as they are”. “The women of the 21st century, at least in Spain and in a large part of the world, unfortunately not all of them, are adults, free and know what they want”, thus concluded their statement.


The Women’s Institute launched this campaign in October 2022 with the aim of “sensitizing and raising awareness among the general population about gender stereotypes based on the imposition of normatized and unreal female beauty models, which become a parameter of its assessment for its physical appearance”, according to the organization on this project.

These stereotypes, according to the Women’s Institute, “condition” the vital expectations of women, especially girls, and can lead to “generating situations of aesthetic violence in its most extreme manifestation.”

In this context, they maintain that the campaign seeks to “inspire security and self-confidence” in the generality of women, “demonstrating in a constructive tone that beauty is not subject to standardized canons”, nor is it the “only characteristic” that women define.


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