Advances in technology, and therefore in advertising, have taught and forced women over time to think that upward social mobility can be achieved through consumption and consumerism. Today, women of all ages are encouraged to participate in the standardized beauty culture produced and proliferated by multinational corporations. The correlations between Benbow-Buitenhuis' feminine double bind and the theoretical contexts of Marcuse's false needs theory (2014, p. 47) and false consciousness theory (2014, p. 44) prove that the culture of beauty is “rationalized as social demands for public participation.” » and are “socially reproduced to the extent that the individual can believe that the needs are specific to him” (2014, p. 44). Thus, women are willing to abandon rational thought processes in their desire to achieve status and upward mobility by purchasing and consuming anti-aging products.