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A huge number of women are shopping for beauty products based on recommendations from friends, and we really look to be that friend.
In Trump's mind, women derive their primary value from how they look, which is probably why he owned a major beauty pageant for so many years.
You look at women at the Republican convention and women at the Democratic convention. Republicans have a certain aesthetic beauty that involves more makeup, bigger hair, more lurid outfits.
I, like many women, buy into patriarchal standards of beauty every day. I very rarely leave the house without make-up. I dye my hair. I wear clothes that I choose carefully for how they make me look to the outside world.