CVS Pharmacy in America did it. The British cult beauty did it too. Dove has supported it for many years. Many big brands are now endorsing the use of real skin in their advertising campaigns. Yes, it's heartening to see brands challenging and challenging the status quo in the beauty industry, and it's a positive step towards promoting inclusivity and diversity in advertising. But what exactly does “real skin” mean? And how do brands strike a balance between what is perceived as reality and what is real?
And what is respected? Recently, her friend Sam asked her why she doesn't see acne in beauty ads. “I wanted the brand to be more real,” she implored me. Ah, that word has come up again, it's true. I began to explain that a key element of the beauty industry relies on the premise of desire. People don't want imperfect skin. We've been conditioned to want perfect skin. This is an observation. When brands say they are committed to using real skin in their advertising campaigns, they are not committing to using problematic skin, but rather uncorrected skin in their advertising campaigns. We are working on this. There are obvious differences between the two. Since time immemorial, clear skin has been considered a symbol of wealth. why? Because the wealthy had access to beauty products that the poor could not afford. For a long time, only wealthy people were able to keep up with advances in dermatology and cosmetic surgery. Of course, this is not the case today, and people from all walks of life are looking for steps to perfect their skin. But that doesn't negate the fact that #RichGirlSkin is trending, and it doesn't negate the fact that flawless, poreless, dewy skin is the ultimate goal for anyone who holds up a mirror. Like it or not, clear skin is a status symbol. This is why celebrities like Hailey Bieber have found great commercial success with their beauty brands. Truth be told, Hailey Bieber is genetically blessed with perfect skin. She's in her 20s too, so keep that in mind if she's older and wants to look like an American model. Now, if Bieber had her visible acne or severe rosacea, would her brand Roadskin have made millions of dollars? Probably not. I explain to Sam that the beauty industry will never give in to the idea of imperfection because imperfections don't sell beauty products. I recently spoke with renowned beauty photographer Mette Kortelainen, and she said that most of her clients “like to keep it natural when it comes to retouching.” Kortelainen said the things that are likely to be retouched are unusual hair, nails, and clothing worn by the model. She asked how brands cast jobs. “It’s up to the client,” she told me. “Most of my clients use everyday-looking people rather than high-end models. People with acne, rosacea, or faces that aren't very polished. And if a no-retouching policy is part of the company's values, If you look at Kortelainen's photos, the model is clearly unrevised, but still incredibly ambitious. Acne and rosacea are invisible. This is her recipe for the perfect visual for Today's Beauty Her brand. As you know, certain visual modifiers correspond to an acceptable level of realism. Think about subtle stretch marks, freckles, gaps between front teeth, gray hair, and beautiful spots. These are all physical attributes that make your campaign more relatable and, more importantly, keep it motivating. But there's a fine line between authenticity and aspiration. For example, brands aren't rushing to cast people with cystic acne. Because their products do not sell cystic acne. The closest thing to problematic skin in advertising is a before-treatment photo, with the hope of a perfect after-effect. So when brands talk about using real skin in their ads, they're talking about unretouched skin, not problem skin. Personally, I like that. When I stand in the aisle of my favorite beauty retailer, I want to see clear, untouched skin promoting that brand's product range. Otherwise, you will seriously doubt the effectiveness of the product and decide to spend your money on something else. Remember, Aspiration sells beauty products. As we progress towards a more authentic visual definition of beauty, it is important to be mindful of the balance between authenticity and aspiration. If you're planning your next photo shoot or working on the look and feel of your client's brand, remember that this fine line is what keeps the industry alive.Read more: Behind the push to phase out Photoshop and show 'real skin' in beauty ads
