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Perfection is pass: Brands redefine beauty marketing – Vogue Business

Posted: August 2, 2021 at 1:53 am


I think the key word here is journey, says Lee. Of course, there are still marketing campaigns and conversations happening in Asia that still promote terms like flawless or perfection as the ideal, but I think its our job as brands to try to make these strides to dismantle unrealistic expectations that stems insecurity and a lack of confidence in our customers. No one is perfect and youre never going to be, and its a priority for us to educate.

Social media platforms, which are often blamed for setting unrealistic beauty standards by promoting the use of filters and photo-editing tools, are trying to move away from such edited, unrealistic imagery. When it introduced AR makeup try-on last year, Pinterest stated that it would refrain from smoothing out the skin or making any alterations other than applying the lipstick or eyeshadow product because it wanted the results to be as accurate to real life as possible. Instagram, in October 2019, temporarily prohibited effects that changed the face. In August 2020, it relaxed the guidelines to prevent effects that directly promote or encourage cosmetic surgery procedures. Effects that change the shape of the face are allowed but no longer promoted in its effects gallery.

Its our responsibility to think deeply about how we build our products [as] there is a good connection between representation and mental health, says Annie Ta, head of inclusive product at Pinterest.

Newer video platforms such as TikTok are also central to this shift, says Superfluids Scotti. Unlike Facebook or YouTube, TikTok is more about community and less about perfection, which allows people to express themselves in a more authentic way, says Bleachs Brownsell.

For brands, taking steps towards key social changes means not being able to measure ROI in a traditional sense. Ultimately, its worth it because brands will be able to build more trust, says Glow Recipes Lee. The messages and philosophies that we share goes a long way. Because of e-commerce and social media, theres no such thing as a loyal customer, but I do think that when someone believes in the values of a brand, they become advocates.

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Perfection is pass: Brands redefine beauty marketing - Vogue Business

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