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

261531

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

article-2544029-1AE112E700000578-100_634x409

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?

KV

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

IlluminationModelShotJSC

‘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.