# Mannequin-Like Campaigns Scarlett Johansson is a Stoic Model for Mango S/S 2010 By Joanne Lam | Published 2010-01-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/scarlett-johansson-mango-spring-summer-2010 References: [mango](http://www.mango.com) Having achieved successful sales after their 2009/2010 [Fall/Winter campaign](https://www.trendhunter.com/trends/jiyongkim-fw25), [Mango](https://www.trendhunter.com/trends/victoria-beckham-2) 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](https://www.trendhunter.com/trends/mac-cosmetics-and-ella-gross) 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. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 69% | Activity: 82% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Plastic-like Models:** Disruptive innovation opportunity: Develop realistic-looking mannequins or digital models for campaigns that enhance the focus on the products being advertised. - **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. - **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. ### Who This Affects Most - **Fashion Retail:** Disruptive innovation opportunity: Explore creative ways to showcase clothing and accessories without relying solely on the appearance of models. - **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. - **Advertising and Marketing:** Disruptive innovation opportunity: Explore alternative approaches to advertising campaigns that prioritize authenticity and relatability. ## Related on Trend Hunter - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Blurred Cosmetic Campaigns](https://www.trendhunter.com/trends/mac-cosmetics-and-ella-gross.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md)