This book explores editorial and advertising discourse on cosmetic procedures and beauty products and services in UK lifestyle magazines, offering a holistic perspective on the normalization of cosmetic procedures and the societal context in which such perceptions flourish. The volume examines the societal climate that contributed to cultural perceptions of the body as object and project and constructions of masculinities and femininities as context for developments in lifestyle magazines’ content on beauty and cosmetic procedures. Integrating approaches from Critical Discourse Analysis, thematic analysis, and content analysis, Hermans explores the varying ways in which cosmetic procedures and other beauty products are marketed to different audiences, examining such phenomena as as the "problem/solution" rhetoric pervasive in such discourse or developments in beauty advertising discourse specifically targeted at men. The book also investigates the shift in aligning the discourse of beauty products with that of cosmetic procedures, engaging in questions around whether the two can be considered distinct and their implications for the regulation of the cosmetic surgery industry. This innovative contribution to research on the representation of cosmetic procedures and beauty products in the media will be of interest to scholars researching at the intersection of language, gender, individualised body projects and sexuality.