I think they are directly correlated. I believe most cosmetic advertising is guided by the idea of improving on what you have, and that you require those improvements no matter what features you've been graced with. Take mascara, if you have short lashes than use our lengthening formula, happy with your lash length but wish they were fuller? Then use our formula that  will make your lashes appear fuller.Cosmetic company ads tear down our self-esteem by implying there is fault with how we look and that we need their products to rebuild our self-esteem.