How Can the Beauty Industry Affect Body Image in a More Positive Way and be More Inclusive, Using Appropriate Advertising Tools and Marketing Campaigns?

research shows that today’s female consumers have acquired a ‘perfection fatigue’ with significant implications on brands. According to Pickett and Brison (2019, p.1098), beauty advertising and marketing campaigns have often successfully sold “hope in a jar for generations” to an evolving market predominantly composed of women. Advertising tools and marketing campaigns have traditionally been the worst offenders, particularly in embellishing reality, selling restrictive and idealized forms of perfection and beauty. In recent times, the big trend in the beauty industry is hyper realness accompanied by bold statements, diverse models, playful, and simplified product packaging. There is a shift reflected by the new beauty players like Crayola, who have joined the market with a promise of putting the fun back into the beauty industry (Pickett and Brison 2019, p.1105). Moreover, the question that remains unanswered is whether brands are right by jumping into the bandwagon or damaging an industry built on foundations of fabricated aspirations and promises afforded by ‘hopes in a jar.’
Accordingly, consumers are rejecting fake beauty adverts for two main reasons. First is the perfection fatigue considering consumers have been accustomed to seeing conventionally fake or the perfectly polished beauty adverts, and the primary response towards this is indifference. A