In the era of late modernity whose essential characteristic is the individual's responsibility for the creation of one's own identity, aesthetic interventions can be understood, as practices of creating a desired identity. Among key factors that impacted the emergence of this phenomenon are: breakdown of traditional orientations of life, consumer capitalism, objectification of women's bodies, medicalization, ageism and media representations of the socially constructed beauty ideal. Based on the analysis of eight semi-structured interviews, with women who have experienced aesthetic procedures, I suggest that the motives that influence the decision to carry out these interventions are closely related to diverse personal circumstances, and are at the same time embedded in the social determinants, typical of society in late modernity. The aesthetic procedures had the greatest positive effect when the cause of the intervention was stigma or deep personal dissatisfaction with their own appearance. Aesthetic interventions alone do not guarantee the resolution of the stigma, since in some cases they also appear as the cause of it. Stigma management is manifested primarily through the effort to provide an appearance that gives the impression of naturalness and by the selective choice of people with whom they communicate honestly about their practices. The direct impact of social networks on the perception of one's own beauty and, consequently, practicing aesthetic procedures, was not detected.
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