Having achieved successful sales after their 2009/2010 Fall/Winter campaign, Mango has decided once more to use Scarlett Johansson as their S/S 2010 campaign model.
Although Scarlett Johansson is an obvious natural beauty, the makeup and lighting in these ads make her look almost plastic. It becomes difficult to focus upon anything besides the Barbie-like, expressionless face on the model, taking attention away from the gorgeous Spring/Summer collection.
Personally, I find these ads may just be a little picture too perfect. See for yourselves in the photos above.
Mannequin-Like Campaigns
Scarlett Johansson is a Stoic Model for Mango S/S 2010
Trend Themes
1. Plastic-like Models - Disruptive innovation opportunity: Develop realistic-looking mannequins or digital models for campaigns that enhance the focus on the products being advertised.
2. Enhanced Makeup and Lighting - Disruptive innovation opportunity: Create new techniques and technologies for makeup and lighting that can create visually striking effects without overshadowing the clothes or products.
3. Realistic Campaign Models - Disruptive innovation opportunity: Use models that portray natural beauty and expression, allowing the audience to connect more with the collection and brand.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity: Explore creative ways to showcase clothing and accessories without relying solely on the appearance of models.
2. Makeup and Cosmetics - Disruptive innovation opportunity: Develop new makeup products and techniques that can enhance appearance in advertisements while maintaining a natural and realistic look.
3. Advertising and Marketing - Disruptive innovation opportunity: Explore alternative approaches to advertising campaigns that prioritize authenticity and relatability.