Beauty Brands Advertisement Normalizes Beauty Standards - Paves the Way for Body Politics


Instead of telling and showing women who they should be, they would celebrate who they already are

Advertising has proven to be an influential medium that uses language, images, and representation constructs to persuasively reflect the audience’s aspirations and carefully shape their perceived reality in an attempt to sway purchasing decisions. Physical look has taken on a significant role in every aspect of living in a society where the so-called "first impression" rules. It has grown to the point where it is now a business worth about $500 billion. As the world develops, this market's transformation has produced an unrealistic benchmark for breeding. The ideal beauty rhetoric is not only unachievable, but it also has a significant effect on the world.

The first thing that comes is colorism, The societal norm of fair color presents a constant challenge to each person's distinct skin tone. Profit-driven businessmen and beauty industry titans take advantage of this chance. In China, South Asia, and some regions of Africa, the skin-lightening business is a multibillion-dollar one. According to a 2011 World Health Organization study, 40% of African women, including nearly 8 in 10 Nigerian women, lighten their skin. There is a constant demand for beauty products and the cycle continues, resulting in advertisements that create a void in women that can only be filled by beauty products.

It is not uncommon to see men in advertisements working, playing a sport, making a phone call, driving—some sort of act that denotes a goal and a purpose. Meanwhile, women in the same advertisement might be positioned as the object of such purpose or as the prize—the gazer and the gazed. Pantene's “Labels Against Women” commercial highlights double standards but fails to address unrealistic representations of women. 

Way Forward in Making  Changes  But  Still Need to Be Changed a Lot  

Campaigns supporting the notion that "dark is beautiful" have been used by activists in recent years to try to undermine the fixation with fairness. femvertising campaigns: Dove’s “Campaign for Real Beauty,” Always’ 's “Like a Girl” campaign, and Pantene’s “Shine Strong” campaign. Although femvertising diversifies the representation of women and girls in the media by challenging restrictive beauty standards and damaging rhetoric.

In 2015, SheKnows Media, a digital lifestyle media company focused on women, introduced the first-ever #Femvertising Awards to highlight brands who, through creative advertising campaigns, work to dismantle gender stereotypes and empower women and girls. All this inspires a change and reduction in the over-sexualization of women in advertisements.

"Beauty Begins at the moment when you decide to be yourself"  and believing in yourself is that weapon that can make you a person of your terms, your rules.No matter who is commenting what over your body, maybe society, relatives or sometimes parents, at the end of the day it's you, your body, your life and you are the owner of that not others. perfection is not something we should aspire for as it is synonymous with god only, we as human beings need to get out of this vicious circle of perfection or standards and try to live a life full of positivism and that would be your life, not others.

So 'Just because you don't fit society's standards of beauty, doesn't mean you aren't beautiful'.

Written by Riya Sharma

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