We’ve often heard the saying that beauty is only skin deep. Exactly how much truth still exists behind this statement however, is certainly questionable. After all, the multi-billion dollar cosmetic industry does sit upon a throne of crushed dreams and broken promises.
I know that may sound rather daunting, and please don’t get me wrong- I solemnly swear that I am up to no good (50 points to Gryffindor for whoever can recognize where that’s from!). Similar to the rest of the 18-35 year old female cohort, I too am consumed by the idea of a flawless face and generally dewy complexion. Pore-less skin, the perfectly arched brow, and supple lips often top my list of New Years Resolutions (how lame, cool am I?) and yet year and year again, I find myself returning to the same list. Exactly what is wrong here?
It’s those d*mn adverts! Every year, someone opens the flood gates and sends in the newest beauty trend, complete with a celebrity endorsement and adverts of her (or his) ‘flawless’ skin. And this is exactly what I have a problem with. Is it evident now, as to why my earlier words for the cosmetic industry were so harsh? The word flawless appears in quotation marks for the fact that the model, or celebrity usually plastered on the adverts does not in fact have flawless skin. By way of computer technology, beauty and cosmetics advertisements are enhanced and digitally retouched, thus creating an image of skin unrealistically smooth and of unrealistic properties. It’s so much more than disappointing a consumer- false advertising correlates with ethics within the marketplace. Can a company really stand behind a product and market its benefits when in fact… most all of the products benefits are in doubt?
False advertising within the industry, has regrettably fogged the perception of beauty goers, like you and me. It’s difficult to say what the industry and those involved can do about this situation, as wrinkles will always appear, teenagers will always be plagued by ever present acne, and demand will always consequent in supply.
There’s only so many intelligent things I can say about this issue whilst avoiding turning this post into a continuous ramble. This is an area of marketing that genuinely bothers me and it’s sad to say that it obviously pertains to more industry’s than just beauty and cosmetics. Even within beauty and cosmetics, what about the ‘organic’ movement? For more information on false advertising within the cosmetics industry and some interesting arguments, are two websites I found (and also based this post off of) while surfing the interwebs:
1. http://www.bbc.co.uk/blogs/watchdog/2011/09/cosmetic_claims.html
2. http://www.bizcommunity.com/Article/196/162/73601.html