Advertisers that we love! (*shock horror*)

Although our campaign is about challenging advertisers definition of beauty and our aim is try and get you to create your own definition of beauty – one that encompasses inner and real beauty – we cannot let advertisers who are trying to help us redefine beauty go unnoticed. Of course, we have to take their campaigns with a grain of salt, after all… they are still trying to sell a product and tap into our hedonic needs, but at least they are not trying to push only one definition of beauty down our throats and make us feel as though we are not good enough. Here are our top 4 favourite advertisers

1 – Dove 

Embargoed to 0001 Friday November 27 Undated file handout photo from 'Dove' of model from their advertising campaign that used

The pioneer of the redefinition of beauty movement, the Dove brand is synonymous with its ‘Real Beauty’ campaign. A campaign which aims to encourage women to love their bodies regardless of their size, shape or colour. Although the campaign has been criticsed for not turning the conversations away from physical beauty, Dove opened the gateway for other. wonderful campaigns.

2 – United Colours of Benetton


We wrote an article a while ago about the ‘whitewashed beauty’ trend that plasters magazines. What we love about of United Colours of Benetton’s campaign is that they really embrace the notion that beauty comes in different colour. Not one campaign only features ‘whitewashed’ models – and this is as it should be. After all, we all come in different colours!

3 – Always

A different take on beauty by Always – one that empowers women to believe that being “like a girl” is not just fitting into a category imposed by advertisers, but being a strong, courageous individual. The epitome of inner beauty.

4 – Aerie


We love Aerie’s “no photoshop” stance to advertising. Why should advertisers ‘correct imperfections’ which we all have. Lets be real here, ‘real beauty’ is when you’re not afraid to show your real beauty!

Tell us dear readers, who are your favourite advertisers?



Humans of Redefine BeYOUtiful #6: Navila


Today we talk to Navila about what she believes makes her beautiful and her tips for body and self-confidence:
I think what makes me beautiful is that I’m a bit of a derp but I like that it makes people laugh (even if it’s at me). I don’t definemy beauty by my looks because I think beauty comes from within and for me, being fun-loving and helping others help fun is what beauty means to me. It’s easy to fall into the trap of thinking, “I’m not beautiful enough because I don’t have perfect skin” or “To be beautiful I need to weigh 40kgs” especially when it’s the kinds of images of beauty that you’re often being bombarded with, but then what’s the beauty in constantly worrying if you’re living else to someone else’s skewed expectation – especially when the motivation behind their expectation is to get you to buy a mascara, a diet product (that probably doesn’t even work!) or clothes that half the population cannot fit into!
I think prettiness in advertising is subjective, and it doesn’t determine anyone’s value as a person. Just because you don’t look like Gigi Hadid in her Guess ads, doesn’t mean you’re not beautiful. There are definitely more important things, like feeling good about yourself for your unique qualities and those qualities are not simply your physical attributes.
My tips for girls or young women struggling to love their bodies in a world constantly telling them not to is to think WWKIS? (That’s ‘What would Kayla Itsines say?’ HAHA) and you know what she did say? “If you could see for yourself, just for a day, you could see how everyone else sees you. And my god, you are beautiful”! I’d say the same.

Humans of Redefine BeYOUtiful #5: Lisha

10925471_10204664315746287_8231968230016362_oToday we talk to Lisha about what she thinks makes her beautiful:

I’d like to think that my derpiness, at times wittiness and desire to have fun ALL the time makes me “beautiful”, or at least its what other people have told me they love about me.

I think its so much more important than looking classically “pretty” – someone telling me that they think I’m fun or love being around me is of so much more value than “you look pretty today”. It makes me more confident in being who I am and saying what I want. As ridiculous cliche as it sounds, I know that person values ME, and will love me no matter what, instead of loving the way I dress or my makeup.

Don’t get me wrong – dressing up or putting on makeup is a fantastic way to make yourself FEEL beautiful if thats what you feel like doing! But it is nowhere near the most important thing.

Tip: think of the nicest, sweetest or funniest person you know. Does thinking about them make you smile? When I think about the nicest person I know, beautiful as a word doesn’t even cut it! Thats the type of person you can be – a person who makes everyone smile. Everyone has something – the way they laugh, the bad jokes they tell, the way they dance – that the people around them love them for.

Much more than the way you look, these are the things that define you – embrace those qualities and don’t be afraid to use them! People will love you for it.

What do you think dear readers? Are qualities that define you more important than being ‘beautiful’?


The ‘whitewashed’ beauty – Beauty is colourful, shouldn’t advertisers include it?


‘Beauty whitewash’, it’s a thing in advertising and it’s used to describe situations where the advertisers portray simply one race, thus one definition of beauty, or more controversially where the skin tone of others are depicted as digitally retouched to appear whiter. It is rampant trend in the advertising industry and has been for many years, but we are so accustomed to it that often it’s so difficult for us to notice that advertisers are only pushing one definition of beauty to us.

Probably one of the most infamous cases of whitewashing is that of beauty giant L’Oreal whitewashing Beyonce Knowles in their ad into a paler skin-toned and strawberry blonde hair woman, whose appearance is uncanny to her original tones.

This is especially concerning in multicultural countries such as Australia and the United States. I mean, in Australia alone 1 in four Australians are born overseas but somehow, when it comes advertisers’ portrayal of beauty, the array of multiculturalism just does not make the cut. We can’t pretend like this is harming the beauty ideals. How can girls and young women of colour feel beautiful when the messages pushed by advertisers is that beauty is whitewashed.

Many studies have been conducted into the idea that the advertising industry thrive off women feeling bad about their appearances and their bodies, and tapping into their desire to fix their flaws which many women perceive as not measuring up to the media standards of beautiful which they perceive as the average. What these studies indicate is that these manipulations are working. For one, Kristen Harrison conducted a study testing the idea that exposure to TV influenced girls believes about others though of their own bodies and found that white women’s exposure to TV beauty ideas predicted the large-busted women wanted smaller chests and the small-busted women wanted larger chests. Therefore, no one believes they are perfect the way they are, no matter how they appear.

I think, author, Yasmin Alibhai-Brown sums it up pretty well… “too many black and asian children grow up understanding the sad truth that to have dark skin is somehow to be inferior” and there needn’t be this view. When everyone is born with different tones from light to dark, shouldn’t there be more than one definition of beauty?

Advertisers need to reflect society and show that beauty has no one definition. Some advertisers such as Estee Lauder has chosen to embrace that every woman can be beautiful regardless of ethnicity, making it it’s beauty brand’s message in its new ad campaign. This is a beautiful message but more advertisers needs to work towards diversity and inclusivity. Until then, as their target market, we should appreciate our beauty regardless.

What do you think dear readers? Should advertisers stop whitewashing definitions of beauty?

By KV.

Humans of Redefine BeYOUtiful #4: Gabriella


Today we talk to 23-year-old  PhD student Gabriella, about what she believes makes her beautiful:

When I was first asked the question of ‘what do I think make me beautiful?’, I find it really hard to answer this question about myself. But, at the ripe old age of ‘almost’ 24, I think I’m coming to learn that beauty is something which comes from within, not necessarily the way you look which is the way that I used to see it, like most girls and young women. It’s so easy to buy into what advertisers tell you – beauty is being thin, having tanned skin or fair skin, have long and luscious hair and basically looking like a model, but I don’t think this is necessarily what beauty should encompass.

The qualities which one person finds beautiful in someone will be completely different to those which someone else will admire. Someone may find someone with long hair beautiful, others may find someone with a pixie cut beautiful. Also, the truth of the matter is beauty is not simply what you look like physically – I find someone’s personality to be one of the most beautiful things about them. Their quirks, their humour, their personality – every unique thing that makes them who they are.

If there’s anything that I would like to say to young girls, it’s that they should not try to So o fit into some ‘beautiful mould’ portrayed by advertisers because if we did, we would all be the same height, weight and have the same look. Wouldn’t that be boring! Everyone is born different for a reason, everyone is born with different personalities and different looks. Embrace your uniqueness and be your beautiful self because in all honestly, often it is your biggest insecurity which other people actually find to be most beautiful about you!


3 lessons about beauty from 3 inspirational women:

beautyIt’s very easy to let advertisers push you to feel as though you’re not beautiful enough or pretty enough. We’re constantly bombarded by copy telling us we’re need a certain product to be beautiful and the toll on our self-esteem is even worst when these words are accompanied by images of women who have be photoshopped to supposed ‘perfection’ that they are uncanny to themselves as well. However, we have to remind ourselves that beauty is more than just what advertisers portray, you inner beauty is also just important and these wonderful ladies have a thing to say about it:

Kerry Washington: 

“I didn’t grow up thinking I was pretty; there was always a prettier girl than me. So I learned to be smart and tried to be funny and develop the inside of me, because I felt like that’s what I had”

What we learn? Beauty is more than your appearance. It is often your intellect and your sense of humour that can make you beautiful.

Troian Bellisario:

“Getting compliments is wonderful and everyone should feel beautiful in their own skin. But i get my hair and make up done professionally. For a job. That’s not beauty. That’s makeup. It’s a curling iron and hairspray. What is beautiful is inside you. It’s your creativity. Your intelligence. Your empathy and your kindness to your fellow man”

What we learn? Don’t put your self worth on how you appear, because true beauty is the qualities that make you you.

Tina Fey:

“If you’re not hot, you’re expected to work on it until you are. If you don’t have a good body, you better starve the body you have down to a neutral shape then bolt on some breast implants, replace your teeth, dye your skin orange, inject your lips, sew on some hair… Instead of trying to fit an impossible ideal, I took a personal inventory of all my healthy body parts for which I am grateful”.

What we learn? The message is simple. Love what you have.

By KV.

Humans of Redefine BeYOUtiful #3: Casey

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“I think that my laughter and quirkiness/ weird nature is what makes me unique and beautiful. So many people especially advertisers focus on outer and physical beauty, something that is temporary but I believe that that inner beauty like your personality is what truly matters. Be different, be yourself, be confident in yourself because there’s only one you and that’s what makes your beautiful (cue that 1D song) hahaha hope that’s okay!”

By KV.