Beauty diplomacy

Beauty diplomacy refers to the strategic application of a nation’s aesthetic assets, including physical beauty, fashion, and the cosmetics industry, to achieve foreign policy objectives and enhance its international reputation. This approach embodies a form of soft power that emphasises attraction rather than coercion, aiming to influence global perceptions and foster cultural understanding.

Beauty diplomacy extends beyond traditional state-to-state interactions, engaging a diverse range of stakeholders, such as cultural ambassadors, multinational corporations, and civil society organisations. Fundamentally, it capitalises on the universal human appreciation for beauty to articulate national values, showcase modernity, and cultivate a shared sense of identity.

This diplomatic strategy manifests in various formats, from the meticulously curated wardrobes of political figures appearing on the global stage to the international promotion of a nation’s cosmetic brands and the spectacle of beauty pageants. By strategically leveraging these aesthetic resources, countries can subtly shape international norms, enhance their cultural capital, and create a more favourable context for achieving their political and economic aspirations.

Relevance

Beauty diplomacy serves as a means for nations to establish connections with individuals across the globe that transcend conventional political interactions. With the rise of social media and online communication, how a nation presents itself visually has become more crucial than ever. When a country has a positive image, it can lead to benefits such as more tourists, more investment from other countries, and increased sales of its products. A great example of this is South Korea’s booming cosmetics industry, known as “K-beauty”, which shows how effective beauty diplomacy can fuel economic success.

On the political side, beauty diplomacy can help countries create a strong identity and fight against negative stereotypes. For newer economies, it can demonstrate that they are modern and stable, showing they are ready to engage with the rest of the world. This approach also helps build what’s called “soft power,” which is the ability to influence others through attraction rather than force. This can be very useful in international relations and negotiations.

Beyond politics and economics, beauty diplomacy promotes understanding among different cultures and values diversity. It challenges narrow ideas of beauty by celebrating the unique aesthetics of different cultures. In a world filled with conflicts, finding common ground through our shared love of beauty can encourage dialogue and cooperation among nations.

Methods and approaches

Beauty diplomacy involves different methods and approaches that countries use to promote themselves. One well-known method is fashion diplomacy, where political leaders and their spouses wear specific outfits to make a good impression. For example, former U.S. First Lady Michelle Obama and Queen Rania of Jordan carefully choose their clothes to show respect for other countries, support local designers, and create a positive image of their own country.

Another important method is promoting national beauty and cosmetic products. Countries can reach international markets through advertising and trade missions, helping to spread their unique styles and generating income. South Korea, for instance, has been actively promoting its beauty brands worldwide as part of its cultural diplomacy, known as the “Korean Wave.”

International beauty pageants also play a significant role in beauty diplomacy. These contests can help contestants from developing countries show their culture and challenge how others see their nations, even though they can sometimes create controversy.

Other ways to practice beauty diplomacy include:

• Hosting cultural exchange programs that feature fashion shows, art exhibitions, and workshops on traditional beauty practices.

• Working to promote a country’s fashion and beauty industries in international markets.

• Using famous people to endorse beauty products and enhance their appeal.

• The influence of a country’s movies and music often sets trends in beauty and fashion globally.

Geographical scope

Beauty diplomacy is a global trend where countries use fashion, style, and cultural exchanges to improve their international relationships. When leaders from different nations meet, their clothing choices and the gifts they exchange can help create a friendly atmosphere.

In regions like Southeast Asia, countries are promoting their fashion and beauty brands together, which helps build a common identity. This kind of cooperation can strengthen their ties and foster collaboration.

Even in big international meetings like those at the United Nations or the World Trade Organisation, how countries present themselves matters. Though it might not always be obvious, how delegations dress and the cultural events they organise can enhance their diplomatic image.

However, beauty diplomacy really shines in less formal settings. Global fashion weeks in cities like Paris, Milan, New York, and London are important opportunities for countries to showcase their designers and creativity. Additionally, events like international film festivals and music award shows can put a nation’s unique style in the spotlight. Nowadays, social media plays a huge role as well, allowing influencers and brands to quickly shape trends and perceptions across the globe.

Historical development

Although the term “beauty diplomacy” may sound new, the concept of utilising beauty and aesthetics to influence international relations has been around for a considerable time. In ancient royal courts, exchanging fine textiles and valuable jewellery was a common practice used to demonstrate wealth, power, and respect between different nations. For instance, during the reign of Louis XIV in France, the use of fashion and luxurious items was a strategy to showcase France’s cultural strength in Europe.

In the 20th century, beauty diplomacy became more organised with the advent of international beauty pageants. Events like Miss World and Miss Universe, which started after World War II, transformed into platforms for countries to showcase themselves during the Cold War. Winning these contests was often seen as a victory in the ideological battle between nations. For many newly independent countries during this period, participating in these pageants was a means of expressing their identities and gaining recognition on the global stage.

A major shift occurred when non-Western countries began to play important roles in the global beauty and fashion scenes in the late 20th and early 21st centuries. For example, Japan emerged as a fashion leader in the 1980s, and South Korea gained worldwide attention with its “K-beauty” trend in the 2010s. This showed that beauty diplomacy was no longer just for Western countries. With the rise of digital technology, more people and cultures can now join in and influence global beauty discussions, making it a more inclusive space for everyone.

Actors

Beauty diplomacy is a fascinating concept that involves various individuals and groups collaborating to shape a nation’s image through its beauty and fashion.

At the heart of this effort are national governments. They often create strategies to promote their culture and influence abroad, providing funding for exchanges that help spread their beauty traditions and support local industries. They even help plan what their leaders wear on international trips to make a good impression.

On the other hand, large companies in the cosmetics, fashion, and luxury goods industries also play a vital role. Brands like L’Oréal, Shiseido, and Amorepacific not only sell products worldwide but also represent their countries’ beauty standards and culture.

International organisations, such as UNESCO, help by promoting and preserving traditional crafts and artistic heritage, which can enhance a nation’s reputation for beauty.

Non-governmental organisations (NGOs) and community groups are also important players. They advocate for ethical and sustainable practices in the beauty and fashion industries, pushing for a more inclusive definition of beauty that reflects diversity.

Finally, experts, including fashion designers, beauty professionals, academics, and journalists, help shape conversations and trends around beauty. Even individuals like beauty queens, celebrity ambassadors, and prominent political figures often become the face of their country’s beauty diplomacy, showcasing their culture to the world.

Examples

1. South Korea’s K-Beauty Boom: South Korea has made a big splash in the global beauty scene, thanks to a trend known as “K-Beauty.” The South Korean government has actively supported this growth as part of its strategy to promote its culture worldwide, known as the “Korean Wave” or “Hallyu.” By backing research, launching bold marketing campaigns, and connecting beauty products with popular music and TV dramas, South Korea has turned its cosmetics industry into a billion-dollar success story. This rise has not only boosted the economy but has also changed how people view beauty around the world, favouring a fresh and youthful look. It has introduced innovative products, such as BB creams and sheet masks, to global consumers and enhanced South Korea’s image as a forward-thinking and dynamic country.

2. France’s Fashion and Luxury Influence: France excels at using its rich heritage in fashion and luxury to project an image of sophistication and style. The country recognises that its fashion industry is vital for both its economy and cultural impact. Events like Paris Fashion Week are crucial, drawing designers and media from around the world. Iconic French luxury brands, such as Chanel and Dior, serve as ambassadors for France’s refined lifestyle, reinforcing its reputation as a leader in culture. The French government supports these industries through diplomatic efforts, and the “Made in France” label signifies high quality, further boosting France’s international standing.

3. Michelle Obama’s Fashion Diplomacy: As First Lady of the United States, Michelle Obama used her fashion choices to make a statement and promote American designers. She balanced high-end clothing with more accessible brands, allowing her to support local fashion. On trips abroad, she wore outfits that reflected the host countries, demonstrating respect and appreciation for their diverse cultures. One notable example was her decision to wear a dress designed by an Indian-American fashion designer to a special dinner with the Indian Prime Minister, which was celebrated as a brilliant act of cultural diplomacy. Through her diverse style, Michelle Obama conveyed an image of a modern and inclusive America, highlighting how personal fashion can play a role in diplomacy.