The beauty as a value. The present and the future

Young people want to differentiate themselves from others, but in the end, the choices made following the dynamics of fashion (Simmel, 1911). They want the novelty, following the rules dictated by fashion. It is a way to please them and to interest others in a constant game of seduction (Baudrillard, 1979). In our society, the beauty is a symbol of progress, as a post-material value (Inglehart, 1977; 1990). As the primary tool of seduction, all the instruments that bring the body to the maximum of beauty, such as clothing, beauty care, fitness, are becoming increasingly important. This is an attempt to improve the image of ourselves, obscuring our limitations and our weaknesses. This obscures our identity, our true face (Viviani, 2009). In this research, the size and importance of aesthetic appearance of the body are explored through four questions. Objective of this research is whether beauty is a value: is the aesthetic appearance is a value? How important is the beauty and aesthetic value?