With a beauty ad called #ForgetFlawless, cosmetic brand Vichy urges women to find fault with their attitudes rather than their appearance in the mirror. The commercial stars a diverse range of women grumpily getting ready in the morning, disheartened by what they see in the mirror. These ladies are given a quick pep talk by their confident, self-loving reflections, bringing outrageous beauty standards back into perspective.
In an age where pop culture songs stress perfection with lyrics like "I woke up like this," Vichy's beauty ad is a refreshing reminder to let natural beauty shine first and foremost.
Other cosmetic, beauty and fashion brands have approached these sort of issues in similar ways, but rather than having a tone that's heartwarming, sad or heavy, Vichy's #ForgetFlawless is all about getting the message across with humor.
What's Driving This Trend
- Body Positivity Promotion
- Brands can promote body positivity and self-love by emphasizing natural beauty in their advertising campaigns.
- Humorous Advertising
- Using humor in advertising campaigns can be an effective way to deliver a serious message in a way that resonates with audiences.
- Diverse Representation
- Featuring a diverse range of people in advertising can help to promote inclusion and make brands more relatable to a wider audience.
Who This Affects Most
- Cosmetics
- Cosmetic brands can take a more positive approach to marketing by promoting self-love and natural beauty rather than unattainable beauty standards.
- Fashion
- Fashion brands can also promote body positivity and inclusivity by featuring diverse models and a range of sizes in their advertising campaigns.
- Advertising
- The use of humor and diverse representation in advertising can be a disruptive innovation opportunity to make messages more relatable and memorable for audiences.
