... I was perplexed as to how a seemingly incongruous gesture could influence the fight against cancer in any way. I checked the Cancer Research UK website, and the charity was apparently uninvolved and at that point seemingly unaware of yet another hollow Facebook meme with as much relevance as "like this post if you believe child abuse / animal cruelty / rape is a bad thing". As the morning wore on hundreds more makeup-free selfies appeared. One example of such a post: "Here's my no makeup selfie for cancer! It's a rare thing to see me without makeup but so important for so many people! #beatcancer."
... Firstly, as with a lot of social networking campaigns, it asked for no useful contribution, no meaningful action, just a sort of lazy, armchair reaction that makes us feel good about ourselves. It implied that the most useful way a woman (there was no suggestion that men should do anything at all) could contribute to the solving of a huge problem, was to take off their makeup and have their appearance scrutinised en masse, as though this was some incredibly meaningful sacrifice.
... Most women I know, myself included, are seen without makeup an awful lot. To imply mascara and lipstick are like oxygen to women, as though anyone who wears makeup has no sense of perspective nor awareness as to what else might be going on in the world, nor any capacity for charity, is reductive, patronising and just plain stupid.
... There is, of course, another question about the vanity of those taking part. It was hours before the selfie mob questioned what they had actually taken part in beyond a mass exercise in narcissism greeted by adoring comments saying "you still look hot hun". While I'm in no position to understand the genuine motives of thousands of women (Facebook memes do have a habit of indirectly bullying people into appearing worthy), the effect of such mass and glib support was not greeted with enthusiasm by all those more directly affected by cancer.