Traditional makeup and beauty advertisements often feature models who already fit conventional beauty standards, making it hard for everyday consumers to judge if a product will work for them. This creates skepticism and reinforces unrealistic ideals. One way to address this could be to shift advertising focus toward showcasing "average" individuals who experience noticeable transformations using the product, rather than relying on already flawless models.

How It Could Work

Instead of polished, aspirational imagery, campaigns could highlight real people with common concerns—like uneven skin tone or sparse eyebrows—and demonstrate how makeup enhances their features. For example:

• Video ads could pair raw, unedited "before" footage with polished "after" results.
• Social media could feature user-generated transformations with branded hashtags (#RealTransformation).

This approach could help brands build trust by proving their products work for a broader audience, not just those who already fit narrow beauty standards.

Potential Benefits and Stakeholders

Several groups could benefit from this shift:

• Consumers might feel more seen and confident in their purchases.
• Brands could differentiate themselves and foster loyalty through authenticity.
• Influencers who champion realness (e.g., acne positivity advocates) could gain new collaboration opportunities.

For brands, the incentive lies in standing out in a crowded market while building credibility. Consumers, meanwhile, might engage more with content that reflects their reality.

Execution and Considerations

A pilot campaign could start small, perhaps with Instagram ads featuring real customers, before scaling to larger formats like TV commercials. Key considerations include:

• Framing messaging to celebrate individuality rather than "fixing flaws."
• Testing assumptions (e.g., do relatable ads drive higher engagement than traditional ones?).
• Balancing authenticity with brand prestige—positioning the approach as "authentic luxury" rather than a compromise.

While similar efforts exist (like Dove’s "Real Beauty" campaign), this idea goes further by directly tying realistic transformations to product performance, not just branding.

By focusing on real results, this approach could redefine beauty marketing—but its success would depend on careful execution to avoid unintended negative perceptions.