The Changing Fashion

Skincare & The Governmental Resistance

thechangingfashion — Mon, 12 Oct 2009 03:45:15 +0000

Almost crossing over at times, the cosmetics industry and the skincare industry run almost parallel to one another. Both industries generate billions of dollars each year and are heavily advertised by corporations. Both the cosmetics and skincare industry claim to do different things to a person’s skin. Albeit it instantly enhancing the appearance of the skin and features of the face or gradually improving the texture, elasticity or lines of he skin.

Within the realm of face creams, serums and scrubs one category of skincare stands out. The anti-ageing promise is one that allows both women and men to attempt to go back in time to that of their youth. It is an appealing concept. For only $40 a jar look and feel better, experience life a little more brightly. To get this concept across advertising is heavily used. One such advertisement that has recently come under fire is the ad for the brand Olay. The range Definity (modelled by Twiggy) has undergone criticism from the media as evidenced in this newspaper article by The Daily Mail and consumers alike after these photos were released.

The Definity Advertisement

Only A Few Days Later...

The heavily airbrushed advertisements that are being released are now recently being met with resistance by government bodies. Both the French and British governments are calling for a ban on the use of airbrushing or a clear warning on all airbrushed pictures in an attempt to tackle issues such as portraying unrealistic image expectations of women and providing to consumers a realistic portrayal of the products available.

The new and traditional media’s ability to portray to a mass audience these ads has thus come at a price for the companies. Mass exposure also means a greater level of scrutiny and in an unprecedented move governments may finally take a stand against companies to ensure that we, the consumer are finally adequately presented with a realistic representation of the products on the market.

The Challenges To Advertisers Regarding New Media

thechangingfashion — Sun, 11 Oct 2009 23:48:39 +0000

It’s all in the maths. Expose a product to more people and revenue will rise as more people are aware of the product and it’s merits. Simple. There is, however, that small percentage of people who choose to make complaints about the product. As the exposure of the product increases, inevitably, so too does the number of complaints that are received.

Normally these complaints would go under the radar, but with newspapers being introduced online that can post an infinite amount of news coupled with the increased awareness of modern people due to the vast amount of information available through blogs and interactive sites (for example, the Australian Beauty Heaven) where people can review and discuss products, people have become more aware of the products available and the proposed benefits that they can receive from them.

This has become particularly important in the cosmetics industry. It is not a secret that the advertisements that are released to the public have been airbrushed or altered. This news report outlines how one woman in England complained to the Advertising Standard Authority about an ad for L’Oréal’s telescopic mascara – she suspected that Penelope Cruz, who was modelling the product was wearing false lashes.

The Ad In Question

Indeed she was. The ASA upheld her complaint. There have been ramifications for both the company who must now have a disclaimer on their ads if they use models with false lashes. Not only is this an embarrassment to the company but the future disclaimer may drive down sales AND the backlash against the L’Oréal Corporation was strong. This blog is a perfect example of this public backlash as the author vehemently states:

“L’Oréal should be ashamed of themselves for trying to make women believe they could actually achieve 60% longer lashes. Do they think women are that stupid? I know more companies probably do this as well, but it’s disgusting. I’m surprised Penelope Cruz didn’t protest what they were doing, but then again, for her it’s just money, right?”

This blog, in turn will reach more people and the news will spread. It is a fine line to tread to try and deceive the consumers when they are far more in-tune to what advertisers do and are able to quickly spread the news.

The Use Of Social Networking Sites By Advertisers

thechangingfashion — Sun, 11 Oct 2009 11:38:39 +0000

While perusing the great space that is the internet, one cannot help but notice the sudden influx of social networking sites. Sites such as Twitter and Facebook have become both huge in themselves with people all over the world joining up to the networks. This blog outlines the growth that these social networking sites have enjoyed in recent times and is a great indication to the growth in which they continue to grow. Thus, with the masses of people now using these social networking sites and the rate in which they are growing it was only a matter of time before the media and companies began to use it to their own advantage.

There is an obvious advantage for companies using new media like Twitter, Facebook and blogs. These forms of communication unlike traditional means such as mobile phones and free to use and can be accessed by thousands of people online. It allows a company to actively and regularly engage with the population – keeping their loyal customers interested in the brand and also reaching out to potential customers who may not have otherwise been interested in the brand. A great example of this is the website Art Of The Trench which has been set up by the English brand Burberry. This is a blog in which people on the streets are photographed in Burberry trenchcoats and the pictures posted online. This is a great example of the way a brand can interact with their customers and those who may not be customers, while actively promoting their products.

Advertising & The Hypocrisy Of The Media

thechangingfashion — Mon, 05 Oct 2009 12:36:45 +0000

Clothing, skincare and the cosmetics industry. Together these three facets of the fashion industry generate billions of dollars per year and thousands of jobs. A former teacher once stated that ‘if women woke up in the morning and were happy with what they saw in the mirror, whole economies would crumble’. This poses an interesting concept, specifically for the cosmetics and skincare industry – how does a company convince millions of women throughout the world that they should not be satisfied with their own reflection? Furthermore, how then does a company convince these women that their product can make their own mental image of themselves come to fruition – the same companies that convinced women that they are not at a socially acceptable level, aesthetics wise. The secret – ADVERTISING! However, the hypocrisy of companies and advertisers must be examined as well. It is no secret that the advertisements that are broadcasted to the public in both print and television form, and most recently on the internet, have been airbrushed and altered and do not truly represent the product being sold.

Is this practice of airbrushing and altering ads before they reach the consumer ethical? Is it even lawful? Looking through Australian legislation (Trade Practices Act 1974) in regards to consumers, apparently no, it is not a lawful practice.

So one would have to ask – how is it that for years upon years media outlets have been able to falsely represent their products to not only millions of people in Australia, but thousands of millions worldwide! I cannot answer that. But what I can examine is the changing nature of representation within the fashion industry through both new and traditional media, and the challenges and opportunities that have been afforded by this recent shift.