The beauty industry is changing for the better. Truly. What was once a “you need this to feel pretty” is instead embracing the inner beauty of women and providing the tools for them to feel the same way on the outside.
Here are a few ways it is changing for the better.
Changing the perception of beautiful (Dove)
Dove started their beauty campaigns long before the other companies caught up. Through trial and error, they have come up with some reasonably respectable ads for the beauty industry. One of the most prominent was the Real Beauty Sketches ad.
It put into perspective how women see themselves and how others see them too. Through their continuing support of redefining beauty, other companies have begun following suit.
Greater Racial Diversity
One of the most significant advancements in the beauty industry is using models of different racial and ethnic backgrounds. Media is a massive influencer without us even realizing it. If we see people that look similar to us in ads – particularly depicting “beauty,” we’re more likely to think of ourselves as beautiful. (This also goes for body diversity, which I’ll cover next.)
While many ads are adding racially diverse models, a company called Fenty Beauty by Rihanna is taking it a step further. She is making sure her makeup covers all types of women.
Here’s her ad:
Greater body Diversity
Another significant way the beauty industry is changing is adding models of all shapes and sizes. While many of been pioneers in this area, none comes to mind more clearly than Ashley Graham. She made waves being the front cover of the Sports Illustrated Swimsuit Edition for 2016.
The fact that Ashley Graham made the front cover was a huge step for the “plus-sized” models and girls out there that so desperately looked to the beauty industry for guidance. It said that being “bigger” was okay. Ashley and others have been very outspoken about the beauty industry’s unreachable standards and how that creates unhealthy images of girls all over the world. What little change has happened, I hope continues.
This news is relatively new! CVS and Target have recently made news about their ads not being retouched by any photo manipulation software. CVS even went on to say that any product with the photos retouched will have a label stating so.
Target hit a milestone with its swimsuit ads. In a place where most women would feel vulnerable, Target embraced it and said that one thing you won’t find in its ads is retouching or airbrushing.
Retouching and airbrushing is not natural in any world. Target and CVS’s campaigns may start a trend on this path, and I hope it sticks.
It’s More About Embracing Inner Beauty
Most importantly, these points show a more explicit theme: it’s more important to embrace your inner beauty than outer. Covergirl started an #IAmWhatIMakeUp campaign to prove just this point, and it’s frankly amazing.
To further prove this point, and in the wake of the #MeToo movement, Twitter showed this ad during the 2018 Oscars.
These ads are not saying that makeup is wrong and the beauty industry should go away. That’ll never happen. But what they are saying is that you need to embrace yourself – your inner beauty, and use these tools to express that beauty on the outside. Feeling spunky today? Wear blue lipstick. Want to go for a swim? Put on the swimsuit you love, not the one you think will make you slimmer.
The beauty industry is changing for the better. And I’m all here for it.