How the beauty industry advertises

How the beauty industry advertises differs from brand to brand, Tom Ford for example exploits how sexy every woman wants to feel and how men want women to feel sexy, whereas Clinique is more about the science about the products and keeping you safe when you use them.

However, the beauty industry have thrived in making women self conscious about parts of themselves they hadn’t considered changing before.

Hair

The beauty industry made women think that their natural hair colour wasn’t good enough, and that revelling your true age with grey hairs wasn’t good enough either. Therefore in the 70s especially sales skyrocketed when Clairol developed a home hair dye kit than meant that not just supermodels with hair care specialists could have luscious locks.

Shirley Polyknoff, the advertising writer who designed Clairols goldmine ad campaign described her plan as, “For big success, we’d have to expand the market to gather in all those ladies who had become stoically resigned to [their grey hair]. This could only be accomplished by reawakening whatever dissatisfactions they may have had when they first spotted it. How long has it been since your husband asked you out to dinner?” 

Body hair

Today in the media women’s are depicted as having flawless skin and bodies with not a hair in slight.

http://www.huffingtonpost.com/2014/04/29/beauty-industry-women_n_5127078.html

 

Beauty Advertising and its history

Sexism in the beauty industry has always been an issue ever since beauty became an industry.Women have always been expected to fulfil a specific role in society such as the cleaning, childbearing and the cooking which meant that they couldn’t also sustain a working career; this means that the man is the only person bringing any money into the house and ultimately gives him more authority over the woman.  Advertisements didn’t help to change this stereotype, they were chauvinistic and blatant about what the role of each gender was which was completely imbalanced.
Such ads were popular around the 1950s and advertised cleaning products for women and the women’s appearance around the house, which the male would find desirable.

In the 1800s, the Woman’s Rights Movement originated by women which attempted to prevent such division wasn’t taken seriously until the 1960s and 70s where after the Civil Rights Movement did this movement gain enough recognition to make a change. They protested for simple things that most women may take for granted today such as Access to equal education and freedom of choice in terms of abortion without reference from a man, and for something’s that still haven’t been fixed such as equal career with equal pay opportunities.

This social construct has come from advertisements there were present at the time and other social constructs are in place in society today due to the same reason. Advertisements are the most power from of propaganda and have an effect on their audience more than they think. Certain beauty logos are imbedded in our memories so much so that by only viewing a small snipe of such logo we can know he brand, their newest products out at the moment, where its available and what the brand is about. Form example, Tom Ford is a dark and sexy brand advertised at the higher send of the beauty spectrum. It advertises the quality of their products and how they will make you feel rather than the price of them. They usually endorse celebrities into their products by asking them to appear in their ad campaigns or a little more unconventionally, Jay-Z was asked to release a song called Tom Ford. 

Different companies advertise different aspect of their brand which makes them different, the unique selling point (USP).

Estee Lauder

A young girl called Estee Lauder in New York had her Hungarian Uncle come to stay for a while, and brought with him some face creams. She starting selling them in beauty salons to women and began her company with her husband and in 1946 they received their first large order or $800. Ever since them she has been armed with one simple premise- anyone can be beautiful.

Clinique

Their USP is that many of their products are hyper allergenic and fragrance free and are very concerned about the products ingredients. Their appearance is very scientific and bright- slightly futuristic, which makes them seem the best around. They have interesting new concept such as 3 step skin care system which in 1968 was brand new idea, however new many other brands have their versions of a skin care system but Clinique’s is still world famous as the fist and still one of the best as they have had the most amount of time to develop theirs and make it the best.