‘I’m Not Your Advertisement’: Kashmir’s Makeup Industry’s Unfair Bargain

By Farheen Fayaz
SERVICES trade, versus a items trade, gives a deliverable, generally intangible however useful to the client. Noteworthy level a couple of service is that it ought to meet the benchmark for even being deemed a service from a buyer’s perspective.
Kashmir has lately stepped up its sport within the providers trade, a thriving trade proper now. All praises to the service suppliers, who took an additional mile to supply distinctive providers to the folks of Kashmir. One such service and a private favorite of mine is the one related to make-up. Makeup merchandise have been all the time accessible however nobody would offer an expert make-up service till lately. This trade undoubtedly carried out fairly nicely inside a closed neighborhood of people that had by no means had this luxurious earlier than. Well, the excellent news right here is, it isn’t a luxurious anymore. However, with the providers got here exploitation. Yes, that’s proper, Exploitation!
How can a service most likely manipulate its clients, you may assume? Financial exploitation? Probably, one thing even worse. Let’s spool again a bit. It began off with just a few artists launching their service in the marketplace. How did they launch it? Social Media, most likely? That is correct, a number of platforms over social media have been used to introduce a marketing campaign or promote the providers supplied by make-up professionals. This motivated different such professionals to go alongside and take the lead. Then got here the expansion on this trade, with plentiful choices accessible at distinct value ranges and an assortment of implausible types of labor by quite a few make-up professionals.
Let us get again to the purpose the place they promoted their work on social media. Makeup is a service that wants not a model however an individual, a human being to work on. Where did the professionals get these individuals from? Did they rent somebody, did they ask a good friend for assist? Certainly sure, how else would they do it, you may assume? Let me inform you this, it’s pricey to rent somebody or at the least it’s for start-up companies. They work fairly arduous for marginal returns to begin off with. As a end result, many went for the simple resolution, the brides themselves! Yes, a whole lot of women, if no more, get married yearly. It is a deal with to the eyes to see them on each social media platform. It is their red-carpet second, isn’t it?
Why do I care or why do you have to care? Well, the brides find it irresistible, to be on a public platform, open to thousands and thousands and billions of individuals. Oh yeah, they usually actually look exceptional, so why not?  Sounds about proper. What doesn’t sound correct is when the make-up artists gained’t ship a service if a sure bride disagrees to be photographed and placed on their social media web page. What doesn’t sound correct is, what was once paid service, turns into a free modelling run for a service supplier. If something, the bride pays a hefty quantity to prepare after which act as a prototype for which she isn’t paid. You see the irony there, don’t you?
During a private encounter with one such Kashmiri make-up artist, thoughts you, a really proficient one, I enquired in regards to the make-up providers and packages. However, the primary and an especially vital private restriction (buyer perspective) I discussed was, “NO PICTURES OF ME”. To my shock, she replied, and I quote, “How else can we present our work, hopefully you’ll perceive.” No miss, I don’t perceive. I don’t perceive the truth that you’re utilizing my private footage and violating my proper to privateness for the sake of selling your enterprise. I additionally don’t occur to grasp if I paid for a service and I bought the service, why not simply cease there? I actually fail to grasp that I’m a buyer asking for a service similar to we purchase a product from a items retailer, I’m not your mannequin used to advertise your enterprise. I’m not the one you should utilize for commercial. That is a service it is advisable to avail for your self. That is a service it is advisable to pay for. Your providers are usually not purported to growth from the exploitation of your clients.
There are sure people who find themselves pleased to be in your social media and create content material for you. That is completely a private choice for them, however what everybody wants to grasp is that it’s buyer’s choice, not the service suppliers (make-up artists). A service supplier can not exploit a primary proper of a buyer when they’re fully hostile to it. Any artist has a proper to their work and what they do with it, however not the service availed by a buyer for a value.
So, the true query right here is; Is the make-up trade actually a service trade or is it simply one other glorified enterprise exploiting the shoppers, mentally and monetarily?

Views expressed within the article are the creator’s personal and don’t essentially symbolize the editorial stance of Kashmir Observer 

The creator is a Researcher 

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