According to magazines and adverts models are perfect, there isn’t a blemish on their face or the slightest fold in their skin and this is the way everyone should look. If you don’t look like this then there’s something wrong with you, look at yourself in the mirror, do you have imperfections? probably, would they put you on the front cover of a magazine or in a make-up advert? probably not, because your an actual person. But here’s the secret, those perfect models, there not perfect either! They have imperfections but the make-up and fashion agencies wouldn’t want you to think that, because then you wouldn’t buy their products so that you can be like them.
Airbrushing of models has been an issue brought up by the media a few times over the last few years as well as arguments over size zero models. The obvious issue being, should young women be aspiring to look like these people? Essentially they are aspiring to be something that doesn’t exist, the woman in that magazine, she doesn’t exist, a woman who looks almost identical but with a few imperfections does. When a girl looks at make -up adverts and see’s these touched up pictures they believe that if they buy the make-up then they will look like this and be glamorous and popular, they arnt selling make-up their selling a fake plastic way of life. To quote one of my female house mates in boots the other day while looking at make up, “you need to spend money, to look pretty”, without a hint of irony.
Proof about how bad this has become is shown in a recent advertising campaign by L’oreal featuring Julia Roberts and Christy Turlington which had to be pulled due to complaints about its over use of post editing to enhance the models, read the article here. They admitted the image had been “digitally retouched to lighten the skin, clean up makeup, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows” but still affectively showed the benefits of the anti-ageing make-up. That list of changes and touch ups is quite extensive and after reading it you can’t help but wonder what was left of her real face?
On the flip-side the dancer and Pussycat Dolls member Kimberly Wyatt has tried to raise awareness about the issue by showing what companies do to enhance their images on this facebook page. The alterations are mostly getting rid of natural and real things such as shadows and creases, which is just unnecessary. Seeing the stupid minor things that they change just to make money really makes you think about the immorality of this industry and their futile strive for fake perfection.
To conclude, the make-up industry is promoting a strive for perfection to sell make-up which doesn’t even show the true effects to girls who aspire to be unrealistic plastic models. Obviously there are companies who don’t try and mislead their consumers and truthfully sell their products, unfortunately these are over shadowed by the lying majority. We can only hope that the laws in place get extended to make sure that advertisements are fair and truthful to the consumers, especially when aiming towards younger girls.