If you're a regular reader, you know that we are enthusiastically pro-beauty and staunchly anti-beauty b.s. over here. In other words, we're all about feeling pretty, but we're not so fond of marketing messages that tell us we have to buy certain products or follow specific trends to have the "right" look. So today we're kicking off a weekly feature where we'll ask industry experts to weigh in on the myths that make beauty companies big bucks. Read this week's myth.