Abstract: 

Mainstream media has used a formulaic and oversimplified discourse and a pejorative lexicon to portray people with visible differences. This neglects the beauty in these differences, which can only be seen once they are better understood. In a partial effort to improve understanding, our qualitative inquiry explores the psychosocial barriers faced by people with congenital or acquired medical conditions whose facial appearances differ from the norm. Given the closely intertwined relationship between facial appearance and self-concept, we find that identity is especially vulnerable to the bullying, name-calling, rude questions, and societal gaze they have all faced. Even a simple trip for groceries can leave them socially scarred. Yet, we find a variety of coping strategies that can lead to resilience. Even then, however, the burden of falling short of what is considered normal, much less beautiful, makes it hard for them socially. Society often adds to this the misperception that distorted appearance means mental deficiency. The stigma is now eased to some degree by support groups on social media and the often-therapeutic benefits of blogging. Based on our results on four continents, we suggest marketing strategies for promoting and supporting face equality.