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