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Non-obvious beauty industry tricks: is it worth blindly believing in advertising?
Understanding what beauty brands are doing to attract customers. And is it really so bad.
The beauty industry is selling us “faith in the bank.” I believe that the hair will grow up to the waist, wrinkles will be smoothed out, and the body will gain elasticity and beauty. And it would seem that such trends as body positive and naturalness, which are increasingly reflected in advertising, tell us: “Relax, you are already beautiful.” However, if you look closely, you can realize that sometimes new trends are just another tool for earning money on our desire to be beautiful. We suggest considering each trend in more detail.
Beauty from within
Base, concealer, foundation, concealer, primer, powder … And these are just products for the face tone. Until recently, in the pursuit of perfect skin, we bought up tons of care and decorative cosmetics. But over time, there was a desire to find the root of the problem. To do this, now we will go to dermatologists, nutritionists, the gym or an online marathon on face-building and posture correction.
Nutrition, sports and a vitamin and mineral complex are replacing 10-step skin care. For example, Hollywood beautician Georgia Louise, whose clients include such famous actresses as Emma Stone, Cate Blanchett and Jennifer Lopez, recommends paying special attention to mineral balance, sleep patterns and a healthy diet. But who said that the services of a competent doctor, nutritionist and all kinds of trainers do not cost a round sum?
An ecological alternative
“Without parabens” and “silicones” is the mantra of any girl who knows a lot about cosmetics. Eco-creams and serums quickly took top positions on store shelves. However, this approach deserves to be called retrograde, because it denies all the achievements of clinical research. Following this logic, it makes sense to start making cosmetics with home recipes again.
We are losing sight of the fact that it is parabens that have antiseptic properties. Also, do not forget: the shelf life of cosmetics without discoveries of science is much shorter, and as a result, we not only overpay for more expensive analogues of preservatives, but also have to buy cosmetics more often, although it is still easy to believe in its effectiveness.
We grow old beautifully
The topic of beautiful aging has increasingly begun to be raised and covered by glossy magazines, and some brands have been inviting models of completely different ages for their advertising campaigns and shows for a long time.
Indeed, it’s great to see in advertising an image of a living, somewhat similar to you, imperfect customer of a product, who may be well over 50, and not a ghostly icon of beauty and style. However, companies’ attempts to attract a diverse audience may well result in the loss of regular customers.
No filters
The unshakable belief in injections and operations was significantly shaken with the advent of the fashion for “non-silicone” emotions. Are we obliged to make a titanic effort to hide the wrinkles after 40, inherent in 99% of women? Cameron Diaz and Sharon Stone would say no. These actresses have decided not to fight age-related changes with Botox and other surgeries, because they see their wrinkles as a reflection of life experience. And even some popular brands have started to give up retouching in order to be as honest as possible with their audience.
Such a seemingly rebellious trend towards naturalness in fact manifests itself only as a new driver for sales. Having abandoned radical intervention in our body, we will probably move on to trying to preserve it from an earlier age. And even if after nutritionists and face-builders we return to our favorite beauty jars (without parabens, of course), it is unlikely that this will help us spend less.