Cosmetics are a major expenditure for many women, with the cosmetics industry grossing around 7 billion dollars a year, according to a 2008 YWCA report. Cosmetic retailers design advertising to alter women's attitudes toward cosmetics, encouraging them to buy more products. Many advertisers shape this attitude by encouraging women to feel dissatisfied with their appearance. According to sociologist, Jean Kilbourne, adolescents are particularly vulnerable because they are new and inexperienced consumers and are the prime targets of many advertisements [http://www.medialit.org/reading-room/beautyand-beast-advertising#bio]. Study after study has proven that repeated exposure to ideal beauty as portrayed by the media causes detrimental psychological effects in children and adolescents ranging from distorted body images and lowered self-esteem to eating disorders and steroid use.