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Cosmoprof Bologna - 100,000 people looking for beauty in all the wrong places

Today I am among 100,000 people at the cosmetic industry trade show called Cosmoprof Worldwide in Bologna, Italy. We walk endless miles with aching feet, stopping only to shout politely at each other to negotiate over the roaring sound of spectacle. We’ve come to this place to profit from the business of making a woman beautiful. But what is it that makes a woman beautiful?

I’m sitting on a dirty floor in my expensive suite. On my lap is a notebook and in my hands is a pencil. I close my eyes to feel my nerves pulsate in an uncomfortable way. Music thumps behind me as hundreds pass me by. Strangers from around the world sit near me, eat pizza, and talk in languages I do not understand. We lean our backs against an advertisement. Already 3 people have taken photos of us, though I’m not exactly sure whether they are curious about us or the sign behind us. My emotions are numb but my mind seems clear for a moment. So quite inappropriately, I write.

Why have we come here? What are we trying to decipher on this signage and in these slogans? What do we hope to discover in these algae creams, perfumes, gels, fake nails, and mud treatments? What are we suffering to sell? What are our customers suffering to buy and laboring to use? We want to be beautiful! We want a better life! We believe we will find it in a product when, in truth, it can only be found in each other. When we think back on our lives, we must have learned that true beauty and genuine happiness can only come from each other.

A woman might spend her fortune and squander her time seeking beauty; yet none of it matters if she is not alive inside, if she is incapable of smiling, or if she is unwilling to listen or care. Beyond this, a woman is most beautiful when she is in love. A woman’s natural beauty effortlessly shines when she is open to love, seeking love, experiencing love, and giving her love to another. When I look at a woman, I perceive something beyond the surface. I know that her beauty cannot be purchased and does not come from her beauty rituals. The truest beauty can only come to her through the love of another person.

100,000 people share this crowded place; yet we have never felt lonelier. We have never been further away from filling that void inside of us. No product will ever provide us with what we are truly seeking. Whatever it is that we are missing; it can only actually be given by another person. If we are going to find true happiness, we need a people economy. The product economy isn’t going to work. Time to go to my next meeting. 

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Mark Manney is the founder of “I am” by Infobeing (www.infobeing.com) (mark.manney@infobeing.com).

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