ABSTRACT
Our culture of reinvention is perhaps nowhere more evident than at the level of the body, which consumer society presents as a key site for enhancements, transformations and remouldings. This chapter introduces three areas of current bodily transformation and reinvention: the first section examines the cosmetics industry, the second section reviews cosmetic surgical culture and the makeover industries and the third section considers bodily reinvention in the light of developments occurring today in biotechnology, nanotechnology and synthetic medicine. Throughout the chapter, author shall consider the rich variety of bodily transformation practices from the standpoint of reinvention society. As an indication that the reinvention impulse of consumer culture goes all the way down into the very contours of the body one need only consider the phenomenal rise of cosmetic surgery and related makeover industries.
