The Ad

The original advertisement was launched in 2011 for Make Up For Ever’s High Definition Foundation. Though the main message being promoted is that this is supposedly the brand’s “first unretouched make up ad,” suggesting that it is making an effort to feature more realistic appearances, it still features a number of implicit problematic elements. The purpose of the ad appears to be that the advertised product will still give consumers a “flawless” and “retouched” look even without the use of photo retouching technology. While Make Up For Ever may not be utilizing retouching in this advertisement, the brand does use numerous other unmentioned but easily discernible strategies to enhance their image of an appearance that is ultimately unfeasible for the average woman (presumably their target audience) to achieve.

In deconstructing this advertisement, intersections of race, age, and gender may be explored. The person featured appears to be a younger adult woman, and the choice of model may seek to convey that the target demographic audience for the product are young women. Second, the model also appears to be white, or she at least has a lighter skin tone. The bottle of foundation pictured in the corner can be assumed to be the same shade of make up used on the model, which is also a fairly light shade. Only two benefits of the product are highlighted in this advertisement: that it provides “invisible coverage” and that it is “available in 26 shades.” Both these points imply that not only is there a wide shade range available for this product, but that it also should be able to seamlessly blend in with one’s skin tone. However, a cursory search of the 26 shades as touted by the advertisement reveals that perhaps the choice of using a white model was purposeful—only seven shades are designated for “dark skin,” while there are significantly more options for “light” and “medium” skin tones. Finally, by exclusively and prominently featuring one woman as the focal point of the advertisement, it is implied that this product is targeted specifically at women. Though the advertisement attempts to distance itself from critiques of unrealistic beauty standards associated with retouching images, it still perpetuates unrealistic standards as achievable ideals that women should strive toward by promoting a “flawless” look that would even photograph well with a normal digital camera as held by the model.

The Jammed Ad

In “jamming” the advertisement, I focused my edits on textual changes to bring attention to the various other methods that the brand used to enhance the image in the advertisement without retouching technology. I also chose to leave the image of the model unchanged in order to draw attention to the hidden aspects that went into developing the original “unretouched” concept, highlighting those other controlled methods of enhancement as well as conveying the sense that even though the model herself is unretouched, her appearance still may not be as truthful as the brand would like consumers to think. 

Another aspect that I thought was relevant to “jam” was Make Up For Ever’s promotion that its foundation range boasted 26 shades, promising “invisible coverage.” What failed to be conveyed through the advertisement is that of those 26, only seven are described as “for dark skin.” Furthermore, the variation between each “dark skin” shade appears to be vast especially when compared to the shades available for “light” and “medium” skin, making it more unlikely for women with darker skin to find their correct shade. I thought this was necessary to highlight as women of colour, particularly black women, have historically struggled to find inclusivity in the beauty and cosmetics industry. 

The purpose of my jammed advertisement is to not only bring awareness to the hidden controlled elements of the ad, but also to critique the brand’s attempt to advertise inclusivity that does not quite line up with the reality of its product. The image that Make Up For Ever is attempting to sell is that a level of “flawlessness” akin to the effects of retouching can be achieved in using their product, perpetuating the notion that women should strive for an unrealistic level of perfection and that any perceived imperfections warrant covering up. 

Works Cited

“MAKE UP FOR EVER HD Invisible Cover Foundation Is a Hit on Camera, But How Does It Handle Oily Skin in Real Life? – Makeup and Beauty Blog.” Makeup and Beauty Blog | Makeup Reviews, Swatches and How-To Makeup, 31 July 2011, www.makeupandbeautyblog.com/cosmetics/make-up-for-ever-hd-invisible-cover-foundation-is-a-hit-on-camera-but-how-does-it-handle-oily-skin-in-real-life/.

Nittle, Nadra. “Before Fenty: Over 100 Years of Black Makeup Brands.” Racked, Racked, 23 Jan. 2018, www.racked.com/2018/1/23/16901594/black-makeup-brands-history.