Hannah Arendt, going against the metaphysical superstitions, postulates the non-superficiality of the surface of the human body. Humans, similarly to the other primates, needs to express their individuality. The authenticity of this sensual self-presentation is constantly threatened by the ideological indoctrination. In the contemporary culture this violence against the body becomes more and more visible in the media market. The cynical marketing strategies advertise the apparent necessity for the constant, radical self-modification. The demands of the ever changing fashion regulate, or rather, deregulate the psycho-physical sensitivity of the consumers intentionally submerged in the medial anesthesia. In this context, it appears to be crucial to awaken the critical, emancipating somaesthetic awareness capable of inhibiting the growing sensual alienation.