The food and fashion industries have always had an interesting dynamic; from old Hollywood to present-day social media and celebrity culture, the female body has faced continuous scrutiny. We delve into how injectable weight-loss drugs continue to shape societal expectations.
THE OZEMPIC ERA
Occasionally, scientists develop a drug that becomes more popular for treating an entirely different condition than it was initially intended for.
For example, Viagra was developed by Pfizer to treat hypertension, but it gained popularity when it was repurposed for erectile dysfunction.
This trend has also been observed with the latest weight loss drugs designed for type 2 diabetes management. In 2017, Ozempic was introduced to the market as a weekly injection with a self-administered pre-filled pen to treat patients with the condition, however its active ingredient, semaglutide, quickly garnered recognition for its beneficial side effect – weight loss.
In response to growing demand for the drug, Danish pharmaceutical company, Novo Nordisk, obtained approval for semaglutide as a weight loss treatment under the brand name Wegovy.
Meanwhile, US competitor Eli Lilly marketed its diabetes medication, Mounjaro, for weight loss under the brand name Zepbound in the US whilst retaining the original name for consumers in the UK.
Until they received approval, both medications were prescribed off-label for conditions not approved by the Food and Drug Administration (FDA), causing demand to exceed supply.
Mounjaro’s active ingredient is tripeptide, which is 5.92 percent more effective than semaglutide. Both drugs have now been approved by the National Institute for Health and Care Excellence (NICE) for roll-out across the NHS this year, subject to stringent patient criteria.
In addition to the health benefits for individuals with morbid obesity, weight loss injections continue to capture interest for their appeal to alter aesthetics.
Each era has had its own version of slimming solutions. Previous incarnations included amphetamines and diet replacement powders; in contrast, Ozempic is both legal and has proven efficacy.
Medications such as Viagra, Botox, and now Ozempic highlight a preference for cosmetics over healthcare and have rapidly integrated into modern society’s vernacular, underscoring how widespread their appeal is.
THE INDUSTRY IDEAL
Beauty standards have perpetually evolved, reflecting societal shifts in body shapes and ideals.
Throughout the glamourous Golden Age of Hollywood, spanning from 1927 to 1969, the allure of an androgynous appearance gradually transitioned to embrace curvier silhouettes. Willowy physiques then captivated the audiences in the Swinging Sixties, influencing the popular body shapes of the time.
The athletic supermodel builds of the 1980s led to a rise in workout videos, but since the turn of the Millennium, the prevalence of plastic surgery has increased as many seek to emulate unrealistic images set by celebrities and the media.
Currently, the skinny ‘heroin chic’ look of the 1990s is making a comeback, mainly due to the impact of Ozempic culture, as women strive to achieve the elusive thigh gap. These portrayals in various forms of media can have a detrimental effect on women’s self-image.
In a bold critique of societal perceptions of women, last year’s screenings of The Substance shocked cinema audiences. The grotesque body horror film, written and directed by Coralie Fargeat, faced accusations of pandering to the male gaze and presenting the ageing female form as terrifying.
However, Demi Moore’s compelling portrayal of Elizabeth Sparkle challenges this very notion, holding a stark mirror up to the deep-seated misogyny often encountered in Hollywood, which has a history of marginalising women because of their age or body type.
The titular ‘substance’ is an unregulated syringe filled with green goo that promises to make a better version of yourself, albeit with horrifying side effects – told as a cautionary tale about Ozempic and Botox culture, providing commentary on toxic beauty treatments and the extreme measures that individuals, particularly women struggling with body dysmorphia, often take in the pursuit of perfection.
One particularly stomach-churning scene from The Substance is a metaphor for the destructive nature of show business for women.
Filmed through a fisheye lens, Dennis Quaid’s character, TV executive Harvey, is lip-smackingly slurping shrimp whilst salivating grease, tearing the heads off, and leaving them on the table. Ironically, he fires Sparkle, who is notably not eating in the scene, because, in his opinion, she has become too unappealing to be in front of the camera as she turns 50.
The powerful message of women as discarded objects has not been lost on audiences.
ABUSE AND MISUSE
The recent Golden Globes has been called Ozempic’s biggest night, as many attendees exhibited what is known as ‘Ozempic face’.
This term refers to the gaunt appearance resulting from rapid fat loss in the face, which often leads to increased use of fillers to enhance facial features and counteract a sunken look, ultimately benefitting the cosmetic industry.
Sponsorships and commercials from the event further connect the industry to using GLP-1 medications for cosmetic weight loss rather than for individuals who are clinically overweight, obese, or have type 2 diabetes.
Interestingly, despite a surge in the cosmetic and pharmaceutical industries, appetite-suppressing medications have become so widespread that it has led to a decline in others other sectors. For instance, Walmart has reported a drop in beer and candy sales as patients consume fewer meals and snacks, carbonated drinks, and alcoholic beverages.
The promotion of weight loss injections has made them more acceptable to the public and serves as an alternative to bariatric surgery for obese patients who face multiple health issues, thereby increasing the risks associated with general anaesthesia.
Originally, weight loss injectables were intended for individuals who were morbidly obese and at risk of serious health issues, however this focus has quickly expanded to include people within the standard body mass index (BMI) range. Social media, Hollywood beauty standards, and the ubiquitous availability of these products largely influence this.
Today, Wegovy or Mounjaro can be delivered directly to the consumer’s home or a pharmacy pick-up location in just a few clicks, with health information and personal details required but not verified.
Speculation about the identities of celebrities who use Ozempic is rampant in the press and across social media platforms. Even when individuals achieve weight loss through traditional methods, ‘Ozempic shaming’ frequently appears in comments on their posts.
This stigma is driving discussions on the ethics of using such medications, body positivity, and the complexity of obesity.
MODERN MIRACLE OR MENACE?
Hollywood clinicians and doctors have been known to administer Ozempic shots to patients as an additional service during appointments for unrelated issues, which amplifies the glorification of thinness in media and culture and could also lead to a host of health, social, and psychological issues.
Even when a prescription is justified, patients may depend on these solutions as a shortcut rather than addressing underlying issues related to their self-image or eating habits, hindering healthier, more sustainable lifestyle changes.
Some users of Ozempic may experience a range of side effects, which can include mild nausea, vomiting, diarrhoea, constipation, and abdominal pain. These often diminish as the body adjusts to the medication; the doses gradually increase each month to facilitate this.
Whilst severe side effects can include gallbladder, kidney, and pancreas problems, cases of thyroid cancer and death are rare. Many believe that the benefits of the treatment outweigh the risks. However, issues have arisen due to counterfeit pre-filled pens distributed globally, which contain incorrect, undisclosed, or potentially harmful ingredients.
As an appetite suppressant eliminates all ‘food noise’ (persistent and intrusive thoughts that occur even when not experiencing physical hunger), consumers must ensure they are still getting enough nutrients.
Lifestyle changes are also essential, otherwise weight can return once usage stops. Consuming foods rich in healthy fats can significantly stimulate GLP-1, a 30-amino acid peptide hormone that weight loss drugs mimic. Additionally, it is important to include foods high in fibre and lean protein and polyphenols, which offer benefits without side effects.
Many individuals have used weight loss medications for an extended period without experiencing any problems and have successfully maintained a healthy BMI. These drugs can be an effective solution when other methods have failed.
Declining interest in traditional weight loss programmes and a shift towards pharmacological and digital solutions, such as wearable devices and apps, means profits will continue to grow as waistlines shrink.
