Monday, December 7, 2009
It used to be that a woman who showed signs of aging was considered mature, wise even. While it was true that she was no longer in her prime, she’d still be considered beautiful. But the times have changed and society’s obsession with youth is at an all time high, especially among those of the fairer sex. Upon witnessing the first sign that they are [gasp] getting older, they rush to the nearest drugstore or makeup counter seeking a magical concoction to correct even the slightest blemish. Cosmetics companies have unfairly preyed on the average, aging woman’s insecurities through their promotion of an array on anti-aging products which promise results that are both “immediate” and “long-lasting”.
Perhaps the fervent desire to stay young stems from the picture of the ideal woman society has painted. She’s skinny, beautiful, and most importantly, young. And she’s everywhere too, especially in magazines. Chances are you’ll never look as good as she does, at least not with a little help. It’s no wonder then that cosmetics companies are marketing their products to women everywhere in these same magazines, giving them the false hope that they too may one day look as good as that girl in the center of the magazine.
Take the two-page ad for L’oreal Paris’ new Colour Riche lipstick for example. One page of the ad boasts the claim that it is “The 1st Lipstick with Anti-Aging Serum” and promises to create “fuller, smoother lips”. The other page features former supermodel Linda Evangelista in a sexy side-glancing pose wearing bright red lipstick on her seductively parted lips. Including Evangelista was a crafty tactic implemented on L’oreal’s behalf. The marketers of this product recognized her as an aging woman and knew that their target audience would draw an instant connection with her. It’s very smart move except for one tiny detail…she’s a supermodel! During her prime back in the early 90’s she was gorgeous, an exotic beauty admired by women across the globe. And guess what? She still is. It’s quite apparent that she’s aged gracefully since her modeling days, not to mention the fact that any indications of her age have most likely been eliminated with cosmetic surgery or Photoshop. For L’oreal to suggest that Evangelista’s use of their product somehow enhances her beauty and makes her appear younger is absurd. If that was the case, why not include Janet Reno or Barbara Walters in the ads instead? Their aging too and surely this lipstick could take at least ten years off of their appearances, right?
It’s plain to see that through the use of a variety of tricks and underhanded manipulation, cosmetic companies are cashing in on the insecurities of aging women all over. Until our society changes, and women come to terms with the fact that the aging process is natural and unavoidable they will only continue to profit. We should all learn to love the skin we’re in, no matter how wrinkled, scarred, or blemished it may be.
0 comments:
Post a Comment