There's nothing more irritating to me than seeing a
blantently dishonest ad for beauty or fashion; some air brushed, stick thin,
walking hypodermic needle of a model pouting and touting the newest innovation
(if you can call it that) in the world of aesthetics. I give kudos to companies
like the Body Shop and Dove that campaign against the usual mindless factory
cookie cutter looking models out there (anyone remember Ruby from the Body
Shop? And don't forget Dove's Campaign for Real Beauty). But it still pisses me
off because companies can, will and still are lying to women and can get away
with it. Shocked? Surprised that you've been lied to? I think some women like
the feeling actually because in a sense it does deliver some strange notion of
hope. That THIS will be product to end all products (insert whatever
formulation there is that is being advertised here_). That the cosmetic sales
person really truly has your best interest at heart (and shit, some of them
may, I'm not pointing fingers). But face the facts guys and gals; cosmetic
companies make big bucks off being lying, misleading bastards.
Example; ever walked by a cosmetic counter and seen before
and after photos? The before photo usually looks so awful because majority of
the time the person wiped down their skin with alcohol; the kind that dries out
skin, irritates pores and makes skin look -surprise!- shitty! So slathering on
whatever product after is going to make a world of difference! Usually that is.
Companies can also get away with lying because in some stretch of the
imagination, it's not really lying. What the hell does that mean right? Let me
set the scenario up: you walk into _ store and are looking for whatever skin
product. You read the ad for it and it probably goes something like this:
"with our new, groundbreaking technology to hydrate skin, refresh pores
and virtually eliminate wrinkles, skin appears younger, smoother, and more
toned." Sounds familiar, so why the bitching and moaning on my end?
"Skin APPEARS.. skin SEEMS.." are just two terms
that are commonly used that skirt around the elephant in the room; that
"appearing and seeming to be..." are not concrete enough to actually
show results. They're wishy washy claims that entice buyers (like you and at
times, myself) into thinking "WOW! I need this in my life
yesterday!". Don't fall for it.
I get pissed off because I have such a huge respect for
women and their beauty and presence. Women wake up everyday and face the fact
that they aren't being paid as much as male counter parts, face legal confinements,
face sexual discrimination, face harassment, sexism, bigotry, and more. Yet
they're pigeon-holed into this
impossible stereotype of what a woman SHOULD be (enter; the endless supply and
demand for youth, sexiness and femininity that the cosmetic world tries to push
so hard). So when a woman goes to spend her hard earned cash, she's met with
the option of spending hundreds of dollars on some shit product with a fancy
name (I'm not going to risk saying anything specific here) simply because she
may have been forced to believe that THIS, this product, will cure her ails.
I get pissed because it also doesn't have to be like that,
but it probably won't change either. Looking at cosmetic ads, fashion magazines
and beauty promos, you'd have to be pretty naive to think that big fashion
houses and cosmetic labels would EVER cast someone that couldn't be sold to the
public as either congenitally pretty/approachable or sexy. If you don't fit
into those boxes you're relegated to a class of people that SHOULD be buying
that product because YOU'RE the one that needs help looking like the person in
the ad. And that's fucking insulting. While I see nothing wrong with the way
that, say, Ellen or Halley Berry look (they are beautiful with or without the
makeup they're promoting), I think it's a little degrading to try and
constantly perpetuate an impossible standard for women to follow. I do however,
give Olay/Cover Girl credit for casting an openly gay woman as the face for a foundation,
no matter how unbendable and shitty the colors are though.
With that being said, I hope that maybe one day beauty ads
cater more towards promoting an idea and awareness of "love thyself"
rather than "loathe thyself because you are _ and not _".








