“Because you’re worth it.” When I heard this slogan from the film, it made me realized that L’oreal have the same slogan in Chinese. And different celebrities faces appeared in my mind when I was thinking the campaign of L’oreal. It seems that I have became part of L’oreal’s campaign as I was so familiar with it.
Most skin appliance and cosmetic products define their target as WOMEN. Is it too broad of this target audience definition? But when you took a look at the product lines of certain cosmetics brand. For instance, L’oreal is the brand showed in the film, which offers more than five categories of products: Skin care, Cosmetics, Hair color, Body care etc. Just within the categories of skin care, there are about 10 different product lines. For instance, Active Daily Moisture, Revitalift, Age Perfect, Go 360* Clean, and Sublime Bronze etc. It seems that there are different kinds of selection to fulfil every women’s different need to be beauty. But if there are so many ways to achieve beauty, who indeed set up the standard to measure beauty?
Celebrities Endorsement
The beauty industry bombard us with images of slim, gorgeous and exquise faces of celebrities. These images of perfect celebrities are the representatives of cosmetic and skin care product. The advertising people do not need to ask celebrities to introduce the ingredients or effects on your face, they just need to show their beautiful faces and perfect body shape. Those kind of “perfect” images are conveyed by different media to achieve their audience, in order to make a sense of insecurity among women, and this drive the sales in the beauty industry.
The more perfect faces and body shape of celebrities, the worse the consumer feels themselves. The gab between idealist and realist sets up the expectation of consumers.If the taget audience of beauty industry is women who care about their beauty, so all women are tageted. Because, everywomen wants to be beautiful, beautiful as celebrities which they saw in the television, magazine, and Internet. The uses of celebrities endoresement are acting as the common form and force to create a need of consumers that, you have the need and right to be beautiful as the super star. So the standard of beauty is shaped in publics mind by different media coverage.
Is “Real Beauty” really true?
Soap company Dove’s “Real Beauty” campaign has been a marketing phenomenon, which has received enormous publicity by using women of all shapes, sizes and colors as their model. The very different approach from Dove with its revolutionary campaign has called up the awareness of publics about re-definitions of beauty. Dove claimed that “7 in 10 girls believed they are not good enough.” So Dove promotes that beauty is “the natural and true self” to acivate self-esteem of consumers. Even though they have succeed in promoting their corporate’s value in this way, I will argue that that thoses campaign still did not chance the stereotype of how people perveived beauty.
Dove’s definition of beauty makes “beauty” more accessible, as accessible as it can be, when you are using the Dove’s product. Dove’s definition of beauty reminds me one of The Body Shop’s campaign, which is titled as “ Nature’s way is the only way to be beautiful”. So it seems that there is a trend that promoting a natural and real self is the most beauty. But the companies never give up the big premise that: using their products to be beauty. So I doubt that, if the most natural and real self is the most beautiful self, why should I need to buy the products to maintain it? It seems that there is a long way to refine how the publics to perceive beauty by a single campaign.
Further Link:
Dove’s Campaign of Real Beauty:
http://www.dove.us/#/cfrb/about_cfrb.aspx
