In the absence of maturity transformations, Kore’s image, being so attractive to the modern world, indicates an undeveloped part of the personality and can lead to dangerous consequences in the second half of life, such as inhibition of inner growth, inability to live a full life, frustration, deep psychological crisis, loss of meanings. In the Jungian pantheon of archetypes, a young girl is represented by Kore. Interiorization of the modern standards of female beauty as an image of a young girl impedes the psychological development of a woman and leads to disintegration, which disrupts the interconnection of all elements of the psychological system and creates deep contradictions. Unrealistic beauty images lead to the deterioration of women’s psychosomatic health. Advertising and beauty industry have a huge impact on women and their self-perception. Youth is the gold standard of feminine beauty in the modern world, and beauty itself is seen as a social capital and a means of reaching certain privileges. While some researchers consider beauty to be a social construct, others argue that beauty in terms of contemporary beauty ideal is deeply rooted in human nature and is based on our genetic inheritance. In the 21 st century, it is actively discussed by the representatives of different fields of knowledge. Beauty, traditionally considered one of the highest values along with truth, goodness, and justice, is one of the most ancient and controversial topics in the discourse of the humanity.

Youth consequences русский