Posts Tagged ‘make up’
Some make-up adverts are photoshopped to the point where they mislead the public – who’d have thought THAT, eh readers? Despite it being obvious to anybody with eyes, nobody has held the cosmetic industry to account for its snake-oil style practices. And since it’s the Advertising Standards Authority (ASA) that has upheld a complaint against them, that’s still the case – but at least they’ve delivered a short, sharp kick to the balls.
L’Oreal used the mug of Julia Roberts to promote Lancôme’s “Teint Miracle” foundation, stating that it “recreates the aura of perfect skin… instantly complexion appears naturally bare, beautifully flawless and luminous.” MP Jo Swinson quite rightly pointed out that the photo of Julia Roberts appeared to have been photoshopped within an inch of its life, and therefore using it to promote the product was a nonsense.
How did L’Oreal defend the accusation? By saying that the photographer has used “a lot of light, which was flattering, and reduced the appearance of imperfections by giving the image a soft focus and lower resolution”. Not only that, but that they “maintained the ad provided an aspirational picture of what could be achieved by using the product.” You know – “aspirational”, as in something that might be achieved but isn’t necessarily real or obtainable.
Since L’Oreal decided not to share the detail of its post-production technique, the ASA upheld the complaint and found the ad misleading. The company did share more information for another complaint upheld by the ASA concerning a similar advert featuring model Christy Turlington promoting an anti-aging product. L’Oreal UK admitted the photo had been “digitally retouched to lighten the skin, clean up makeup, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows”. Well that’s ok, then.
The average British woman spends over £130 every year on cosmetics. That works out at around £8500 on cosmetics over their lifetime, according to an older poll by Debenhams. This figure excludes cosmetic treatments such as botox and fillers, which have interestingly remained recession proof, along with basic cosmetic items.
In fact, the recent recession is seeing an increase in the sales of ‘affordable’ cosmetic products, such as foundation and lipsticks. This however is no new phenomenon. ‘The Lipstick Effect’, was a term coined during the Great Depression, which saw cosmetic sales rose from 1929 to 1933 by 25%, despite a flat economy. The theory behind why the cosmetic market remains somewhat recession-proof is that glum consumers prefer to spend money on small luxuries during times of economic or emotional turmoil. Even after 9/11 in the US, lipstick sales were recorded to have doubled.
So are we looking at history repeating itself with The Lipstick Effect of 2009? Surely, the Ferrarris and designer dresses remain in show rooms and shop racks, so why aren’t women feeling the pinch when it comes to looking ’10 Years Younger’?
Beauty and youth has been linked to success for decades. As shown in a study by Nicolas Geugen (2008), women wearing make-up were quicker to attract a man, and attracting more men probably provide an economic advantage (unless they are a banker).
But does this still justify for the money spent which perhaps should have been saved for the rainy day? Here are some tips from bargain hunting girlies suggesting how to find good make-up for cheaper in tough times:
- Shift to the lower end of the market—good quality products can be found at mass consumption retail outlets at quite cheap prices. Make-up is not only the preserve of the rich.
- Watch for sales and BOGOF deals— many stores offer packages such as free gifts which can come to at least £30. For example, buying a perfume can earn you enough free mascara, lipstick or moisturizer to last months.
- Check out various websites like HUKD for discounts and freebies. For example, you can get a free Nivea cream sample tin, or Gloves Off Nail Varnish for £2 or £3 off Selected Maybelline Cosmetics
As a side note, for the female BW readers, do you feel that you really get ‘what you pay for’ when it comes to spending money on anti-aging skin creams, botox, and cosmetic products? How do you justify and rationalise the money spent, especially in current times?
(thanks to olavs, pablo25, and 360 parker for deals above)