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I admit it -- I root for Jessica Simpson. And not just in the last year, during which she's been a victim of horrendous high-waisted pantswear and heinous verbal diarrhea. (I'm looking at you, John Mayer.) In fact, ever since she was a Newlywed, I've found her charming (albeit ditzy) and warm-hearted (albeit naïve).

So, I was psyched to witness her return to reality TV on VH1 in Jessica Simpson's "The Price of Beauty". Except, this time, she's casting her relationship with beauty and body image. (The lemons-to-lemonade result of last year's "mom jeans" debacle.) Viewers are invited to tag along with Jess, her BFF CaCee Cobb and other BFF/stylist Ken Paves as they travel the world, learning about the lengths women will go to for beauty. In the process, the self-conscious star hopes to "find beauty for herself ... a tall order."

I may not be a pop star, but like many a girl who spent her seminal years devouring "Sweet Valley High" and Seventeen, I can relate -- I'm in.

Last night, we viewed Jess's first venture out of her charmed Hollywood "fishbowl" -- to Thailand. Upon arriving, she and Ken endure aggressive Thai massages, before being greeted by their local Beauty Ambassador, Sonia Couling, who is Thailand's answer to Tyra Banks in that she's a model-turned-TV host.

Couling explains that the Thai idealize pale skin and then introduces them to a woman whose skin has been permanently burned by skin-lightening cream. Jess is brought to tears; she does seem to get it and is truly dismayed by the woman's story. This scene seems to best embody the show's title and goal. But then there are other moments, which while probably meant for comic relief, chip away at the big picture.

I cringe when Jess and CaCee make a loud scene in the Thai marketplace, gagging while eating bugs. (Girls, take a tip from Tony Bourdain and at least try to play it cool while taste-testing fried anthropods.) On another tsk-tsk occasion, Jess busts out in a fit of giggles during a meditation with a Buddhist monk. After the fact, she explains apologetically that she couldn't be at peace with herself and notes that maybe she has a "little more work to do." Thankfully, she does have a chance to, as the group presses onward-riding elephants to a village north of Bangkok, where they meet and feast with the Karen Hill tribe of vividly dressed "ring neck women." The tribe's statement piece is made of 20-plus lbs. of golden rings, which are meant to elongate the neck. A time-honored tradition, the rings may ultimately crush a woman's rib cage. It's easy to see how hefty a price that is to pay for beauty.

I guess it's too soon to say if a sprinkling of flippant faux pas that Jess and Co. make while abroad will hamper her ultimate objective of spotlighting various standards of beauty -- which is a totally worthy endeavor. As you can probably tell, I'm still cheering for her to achieve the latter. Although doing so almost cracked my face mask last night.

You can watch the bug-eating meltdown here, and decide if you, too, are rooting for Team Jess.






Maressa Brown is is an assistant editor at First for Women. She owns approximately 393 sparkly pink lipglosses and is in trouble with her boyfriend for hogging all the bathroom shelf space with Bumble & Bumble products.

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