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Inside Her Pretty Little Head by Philippa Roberts, Jane Cunningham

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5

THE AESTHETICCODE

IN LOOKING AT THE FIRST FEMININE CODE – the Altruism Code – we discussed how women want to make the world a morally better place, and how brands that validate and collaborate with that aim can succeed.

In this chapter we are going to look at the second of the Feminine Codes – the Aesthetic Code – and how women want to make the world a more attractive place, and the roles that brands can play in helping them to do so.

After the comparative grandeur and high-mindedness of the Altruism Code, the Aesthetic Code might seem much less important, and a much more flippant concept. Men, in particular, find it hard to make sense of: the way something feels and looks is hard to systemise and to explain by breaking it down into its component ...

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