menu

Advertising

Journalist says that the lengths the beauty industry and its ugly sister, the fashion industry, go to sell their products are repellent.

Piers Fawkes, PSFK
  • 3 august 2011

Powered by Guardian.co.uk
This article titled “L’Oréal’s pulled adverts: this ideal of female beauty is an abomination” was written by Tanya Gold, for The Guardian on Friday 29th July 2011 20.45 UTC

The advertising slogan of L’Oréal is “Because we’re worth it”. But it doesn’t really mean it. If it did, it might include people who look like people in its marketing campaigns. And so the Advertising Standards Authority’s decision this week to ban two L’Oréal adverts for deviousness could be the start of something wondrous.

The adverts featured the actress Julia Roberts and the model Christy Turlington promoting Lancôme’s Teint Miracle foundation and Maybelline’s the Eraser foundation. (Note the use of the word “erase”. It means “annihilate”.) Roberts is 43; Turlington 42. In the fashion and beauty world, they are as old as Yoda. So beauty did what beauty does; it examined the photographs, observed the flaws and eliminated them. The women emerged improbably radiant and extremely beige. They looked weird and alien and faintly radioactive, like the Ready Brek kids, but with smaller stomachs and longer necks. L’Oréal, the largest and most profitable beauty company in the world, was pleased.

But after a campaign by Jo Swinson, the Liberal Democrat MP, who emerges from this saga like Joan of Arc with a Wet One, the ASA ruled that the adverts misrepresented what the products could do to a normal face. The claims literally had no foundation. Roberts and Turlington had been digitally altered, Turlington to the extent that a piece of skin appeared to be shooting out of her cheek, possibly heaven-bound. L’Oréal pronounced itself “disappointed,” which presumably means that if it had a face, its mascara would run on to its chin. The company has form in this. It has received complaints for promoting Telescopic mascara with Penelope Cruz in eyelash extensions and Elvive shampoo with Cheryl Cole in hair extensions, because there is no woman so beautiful, her hairs cannot be extended beyond their human capabilities. The Cruz complaint was upheld; the Cole one thrown out.

I am not against foundation. I take no such political position. To have a face like the bastard child of E.T. and Chewbacca is not my goal, even as I await the emails suggesting my opinions about the beauty and fashion industries stem from my own essential ugliness. A No Grooming Whatsoever manifesto is a straw man I would not touch with a blusher brush. But the lengths the beauty industry and its ugly sister, the fashion industry, run to sell their products are repellent and dangerous. In search of profit, they have created a homogenous ideal of female beauty that has nothing to do with what women actually look like. She is an abomination – starved and plucked and ironed and shrunk; she is the doll that looks like no one. Her goal is to sell dissatisfaction because liking your body sells nothing. Surveys say the majority of women are unhappy with their appearance and I blame the doll for almost all of it.

It has been a slow crawl for the doll. In the 50s and even the 70s – the 60s were a tentative audition for today – a size 12, with hips and breasts, could make it on to a billboard or into a movie. Marilyn Monroe, Jane Russell, Ava Gardner – all had flesh and interesting faces and imperfections. Russell’s eyebrows looked like draft excluders and Gardner had a cleft chin you could topple into. They looked like individuals. No more. Models and actresses are tiny now, and curiously similar, with every trace of fat melted off, every shadow painted out. This is not just boring and offensive and a nightmare for people who like to see actresses who can act, rather than pout. It is a mass psychosis, where what is real is despised and what is non-existent is desirable. The camera lies, like never before. I await the first Franken-actress, composed of itinerant body parts glued together with CGI. I hope they don’t forget the eyes.

When I attended couture week in Paris last year – an event of such monstrous self-delusion and inanity I will never go again – I stared at the girls because their upper arms were thinner than their lower ones. They looked sick in their hobbling heels and, therefore, as remote as ghosts. They were sallow and spotty; they had created the need for airbrushing themselves, for a want of toast and butter. Even so, very thin hands clapped. I thought the audience was mad to applaud such screaming symptoms of starvation, but no. They are simply immune. They have forgotten what normal people look like. In kinder moments, I can see that fashion people are also victims of their own cracked dreamland. Galliano is daft, McQueen is dead and both Valentino and Lagerfeld look as if they’ve have had enough plastic surgery to suggest they don’t like the mirror, either. They look like unhappy, ageing women: they look like their customers.

When a model leaves the catwalk and dies of heart failure, or dies of anorexia with the whispered death-bed testimony of what the industry requires on her lips, there is always some chat about banning size-zero women from the shows and a suggestion that fat women (size six?) should be allowed to stagger up and down the catwalks in the stupid shoes. Giorgio Armani said in 2006: “The time has now come for clarity. We all need to work together against anorexia.” But watch the fall/winter 2011-12 shows online and see if you think anything has changed. The status quo is re-established as the model goes cold.

Sometimes a product such as Dove will use “Real Women” – that means fat, with non-regular features – in its advertising, but this is gimmickry, a shove for the latest campaign. A normal-looking person in a beauty advert equals a global news story; what else do you need to know? In what you might call corporate altruism, although I call it something else, Dove (property of Unilever) has established a Self-Esteem Fund to help women combat advertising and the eating disorders even Unilever admits advertising creates, because “the average person sees between 400 and 600 advertisements per day,” some of which are, presumably, Dove’s. But go to their website. You will soon see young, thin models as well as “Real Women”. Normal abnormality is re-established, even as the Self-Esteem Fund counts the teenage anorexics on its fingers.

The September Issue, the documentary about US Vogue, included a brilliant scene where the cameraman was photographed for the magazine. Well, not his head. He was presumably too ugly to appear with his head, but his body, all in black, was OK if his paunch was rubbed out. That was Vogue’s revenge on the truth-teller: make him thinner, remove his head.

When women, and increasingly men, who are, poor things, the latest victims, see the gulf between the ideal and their own nasty reflections, what happens? Their hatred of their own selves grows – read the innumerable statistics – and vomit rises in the throat of yet more consumers. You can ignore the argument that growing obesity is a sign fashion advertising and beauty advertising has no impact. Anorexia and compulsive eating are twins, not opposites, and both, I think, a response to the doll.

I am thrilled Swinson and the ASA stood up to the doll and knocked her down. It could be the start of something beautiful. Or it could be a scream in the night, because she will be back. She is made of flesh and pixels – and money.

guardian.co.uk © Guardian News & Media Limited 2010

Published via the Guardian News Feed plugin for WordPress.

Advertising
Trending

PSFK's Workplace Vision: Leave The Busywork To The Bots

Ai
Syndicated Yesterday

In Popular Games, The Recurring Theme Is Exploration

The much-hyped sci-fi sandbox game proved to be as massive as expected, while Pokémon Go continued to prove inescapable

Design Yesterday

The Best In Wearable Tech From The Rio Olympics

PSFK rounds out the Rio Games with our picks for the best gadgets and devices used to track performance

Trending

Get PSFK's Latest Report: Future of Work

See All
Advertising Yesterday

This Cookbook Is Inspired By Brad Pitt’s On-Screen Eating Habits

Learn how to whip up meals and snacks pulled straight from the actor's fictional universe

USA Yesterday

Tour The US National Parks From The Comfort Of Your Home

Google's new 360-degree video feature lets people take a trip to Alaska, Utah or Hawaii and see these marvels of nature up close

Augmented & Virtual Reality Yesterday

VR Training For Active Shooter Preparedness

SurviVR is an immersive environment to teach civilians how to protect themselves in dangerous situations

Cities Yesterday

Redesigned London Tube Map Aims To Get People Walking

The updated display illustrates approximately how many steps it takes to walk between stations for a healthier commute

Experiential Marketing Yesterday

Nike Creates An Immersive Pop-Up Fitness Experience In London

The Unlimited You space gave athletes a chance to push their limits farther than ever before

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Automotive Yesterday

Uber Now Lets Commuters Pay With Pretax Dollars

The prepaid cards are a partnership with WageWorks, letting uberPool users save up to 40% on their trip

Home Yesterday

Philips Hue Adds Motion Sensor To Control Lights Automatically

The wireless device lets users interact with their environment without needing to press a switch

Home Yesterday

Beacon Device Takes The Pain Out Of Navigating A New Airbnb

Ping provides new guests with a guided tour of the house or apartment through a simple tap of their phone

Arts & Culture Yesterday

Shelf Makes Its Contents Appear To Hover In Midair

The design uses metal tubes to create an optical illusion when viewed from the front

Arts & Culture Yesterday

Interactive Ceiling Responds To People Walking Underneath

The installation features built-in sensors that cause the undulating surface to morph and react to passersby

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Fashion Yesterday

Declutter And Recycle All Of Your Unwanted Stuff

A new app will help catalogue your possessions and give them away as donations when you no longer want them

Advertising Yesterday

Tokyo Concept Store Disguised As A Parking Garage

The retail and cafe project is designed as a hidden treasure for urban explorers

No search results found.