Before advertising was invented, our
society used to set the standards of beauty. The interesting fact is that it is
only applied for a woman. A poor, silly creature, who faints when she sees
blood, or because the corset is too tight for her pretty waist. For that
blondie housewife with a Barbie haircut and a Marlboro cigarette, dying of
boredom in a huge house, pouring bourbon in a glass before afternoon. Men
remain the same: strong spirit, liberal or conservative values, and tones of
work to get done. Simultaneously, the female image has gone through myriad
transformations that you can easily lose track. Advertising and brands play a
significant role in shaping and designing the perception of beauty, and here we
are: self-concerned, failing to meet any criteria. But don’t be heartbroken: there
is no such an issue anymore. The world of beauty has faced a new stage of
development: diversity. One day all women woke up and decided that they got
enough of #bodyshaming and moved all the way through to the fact that the only
thing that matters is being distinctive. With enough power in their hands, they
repositioned the concept of beauty into the philosophy of self-acceptance. The
world of marketing and advertising listened carefully and nodded a head in
agreement: the revolutionary progression has happened in front of us. The old
castle has fallen, and brands have started to communicate in a new significant
way. They now appreciate curves, rich palette of skin shades, wide smiles,
sparkling eyes, sweat and tears, and accepted a woman as a human being. The
most brilliant campaigns are now centered on a courageous woman being herself. A
few examples of smart and successful branding:
- Aerie with their #aerieReal Campaign
- The world famous Dove with the long run The Dove Real Beauty Campaign
- Swimsuitsforall's New #SwimSexy Campaign Stars a 56-Year-Old Plus-Size Model
Say Hello to the world, where a Barbie has
curves and a chance of self-expression.
“I am a rare species, not a stereotype.”
― Ivan E. Coyote
