Ethics is the New Aesthetic
25 October 2023
In the early 2000s, a shift began in the world of beauty and cosmetics advertising. A dialogue was emerging that was dismantling the existing ideals of beauty and reconstructing it with a narrative that was far more real and inclusive.
At the leading edge of this change was Dove, with its ground-breaking "Campaign for Real Beauty", which they launched in 2004.The campaign was praised for its revolutionary approach. Dove deliberately avoided the use of stereotypical models that had long dominated advertising, and instead boldly spotlighted real women who represented a range of ages, sizes, and ethnicities.
This wasn’t just a campaign; it was a big statement to the industry. And the authentic vulnerability that was highlighted struck a chord globally, and sparked new conversations about beauty standards, authenticity, self-esteem, and inclusivity.
Following in Dove’s footsteps, other brands began following suit. Fenty Beauty by Rihanna, for example, disrupted the industry by providing an unprecedented variety of foundation shades that catered to a wide range of skin tones. This move affirmed the message that beauty is inclusive of all women.
This wave of authenticity spread beyond products and imagery into marketing strategies and campaign narratives. Brands began leveraging stories of real women and their journeys toward accepting and embracing their own beauty, because every woman could relate to them. This now sets the tone for advertising today.
Let’s look at some beauty ads that strongly align with this “Real Beauty” ethos…
Nivea Hydra Skin by Jan Elsner and Andreas Boeinghoff
In this ad, instead of using models, Nivea has focused on using real women. They share a snippet of personal information about each of them, which cleverly helps viewers build a connection that makes them more relatable.
Elin Cosmetics by Eugene
This stunning use of natural photography beautifully highlights the desire that many women have now for natural, organic, and vegan skincare products that are kind to their bodies, and the planet.
Olay Bounciness Challenge Commercial by Camera Crew
This gamified style from Olay hits the mark with its fun and playful vibe. It’s perfectly in line with its target audience and delivers on the core campaign message.
LUSH Ultrabland by Crimson Foster
You can’t get more real than this brave use of an amateur instructional ad by Lush to illustrate how to use their Ultrabland cleansing balm. No frills, no fuss, and a very relatable young woman demonstrating the product.
Dove Cost of Beauty: Dove Self-Esteem Project
This powerful reality-style ad from Dove hits at the heart of real stories from real young women being negatively impacted by social media platforms. The Dove Self-Esteem Project is the largest provider of self-esteem education of its kind.
Sephora: The Power of Beauty
Sephora takes you on a journey that uniquely demonstrates how their brand is for life, spanning all ages and cleverly weaving in a message of personal value and empowerment.
Luna Daily – Let’s Start The Conversation
This campaign from Luna focuses on starting the conversation about womanhood and the changes a female body goes through in its lifetime. It aims to connect women of all ages and unite them in learning from each other's unique experiences.
L'Oréal Paris - Perfect Age featuring Helen Mirren by McCann London
L'Oréal collaborates with legendary icon, Helen Mirren, to challenge societal and industry perceptions of women over 60. Dame Helen exudes confidence and encourages women to be bold and radiant.
Doves Turn your back on Bold Glamour
Another amazing campaign from Dove, speaking out against TikTok’s A.I. based filter called Bold Glamour. Dove is encouraging people to ‘turn their back’ on the increasingly damaging filter as part of their #NoDigitalDistortion movement.
With ad campaigns like these we’re witnessing a paradigm shift in the beauty and cosmetics industry towards ethical and values-driven consumerism.
Today’s consumers are not just spectators; they’re active participants, who voice their expectations and hold brands accountable for ethical, sustainable, and inclusive practices, and their opinions and purchasing power significantly shape a brands growth.
At Whitewater we guide brands, helping them blend market strategies, design, and narratives, with the ethical and moral values that are important to today’s consumers. If you’d like our support with making a bigger impact with your cosmetics brand, get in touch.
Other Press Releases By This Company
- 01/12/2023 - The Revolution in Pregnancy-Safe Skincare
- 25/10/2023 - Beyond Taboos – The Rise of Menopause Focused Beauty
