The beauty industry has long been criticised for its use of photoshopping to create unrealistic body standards. However, while a growing number of fashion brands are now advertising in a more body-positive way, the same shift hasn’t occurred in the beauty industry, which still largely depicts flawless skin to sell products.
The beauty industry has long been criticised for its use of photoshopping to create unrealistic body standards. However, while a growing number of fashion brands are now advertising in a more body-positive way, the same shift hasn’t occurred in the beauty industry, which still largely depicts flawless skin to sell products.
In a survey conducted by Australian hemp-based skincare brand Hey Bud, 98 per cent of its customers said they want to see “real skin” in marketing images, including skin texture, breakouts, signs of ageing and dry patches. Additionally, 93 per cent said there is too much emphasis on having flawless skin, and almost half had cancelled a date or social event because they felt their skin wasn’t good enough to leave the house.
“The responses that we got were beyond what we were expecting,” said Hey Bud’s marketing manager Hannah Neumann. “The short answer has been that, essentially, [the skincare industry] is doing exactly the opposite of what our customers are actually asking from us.”
In response, Hey Bud dropped the campaign it had been working on and instead launched a billboard that showed people’s real skin to underscore that it is a brand for people with real skin problems. The ‘Skin Deep’ campaign also ran across social media, and kicked off a conversation about the impact that airbrushing and photoshopping in the skincare and beauty industry has on people’s self-image.
Neumann said that the shift away from photoshopping in fashion marketing is a positive step toward a more inclusive industry. However, the beauty industry still has a way to go.
“People want clear skin, we all know and understand that. But the challenge we’re facing at the moment is that there is no representation of real skin,” Neumann said. “Customers are seeing that change in fashion, but then are seeing beauty brands showing off people with perfectly clear skin, whether that’s photoshopped or not. We need to make sure that the beauty space is giving them reality, rather than photosh
Sources: https://insideretail.com.au/business/behind-the-push-to-phase-out-photoshop-and-show-real-skin-in-beauty-ads-202306
