When I was a boy, paying too much attention to your appearance was regarded as unseemly vanity. Particularly in the case of women. Tarting yourself up, using too much makeup, having fancy hairdos, and any sign of excessive primping and preening, was dismissed contemptuously as nothing but vanity.Somewhere along the line that all changed and constant attention to your appearance was no longer vain but completely normal. Everyone wanted to "look their best" or "make the most of themselves". Naturally a woman wanted a more flattering hairstyle or a smoother complexion, anything less was "letting yourself go".
Now we've moved even farther and perfecting your appearance is not just normal but almost compulsory, a measure of self-worth. Spending huge amounts of time and money achieving the looks of a film star or a supermodel now shows that you value yourself, you believe in your potential and your talents.
Anyone who isn't feverishly botoxing, boosting their breast size, having a Hollywood or adding highlights clearly doesn't think much of themselves. They're content to be the sort of second-rate, unimportant low-achievers nobody ever notices. Improving your appearance is now as vital as taking a degree or buying your first home. It demands rigorous effort and single-mindedness.
For too many women (and increasing numbers of men) tarting yourself up is no longer a naughty pleasure but a daily treadmill, another domestic chore that mustn't be neglected. The innocent days of unseemly vanity are long gone.
How did this shift of emphasis take place? How did we slide so unwittingly into such an all-demanding obsession?
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The gap in life expectancy and health prospects between the rich and the poor in the UK is now greater than during the post World War One slump and the Great Depression. And that's after 13 years of a Labour government....
