Damning criticism of Rachel Weisz and L’Oreal for ‘false images.’

Beauty is manipulated.

Image is critical within today’s society and if you are unable to achieve the image you want that can and does cause trauma to thousands. In our work at Equal and Diverse  in our equality work we are continually aware of how many young, and not so young, people struggle to create an identity for themselves which in no small way simply does not exist. This has major issues for those who might have a disability and cannot ‘fit’ into what society deems to be acceptable and visually attractive.

But more than that it says something about what as a community we value as beautiful and as having worth.

Beauty is always in the eye of the beholder but when that sight has been doctored and manipulated then there is no real perception but just a lie.

So it was not surprising to read today that the Advertising Standards Authority(ASA) has announced a ban on the magazine advertisement for L’Oreal’s Revitalift Repair 10.

It ruled the image ‘misleadingly exaggerated’ the performance of the product. In particular it mentioned an advertisement involving the actress Rachel Weisz, who appeared with perfectly smooth skin in a campaign for L’Oreal’s beauty products. It was later shown that the image had been digitally enhanced or airbrushed to even out her complexion.

The decision has been welcomed by Lib-Dem MP Jo Swinson, who is campaigning against the use of airbrushing and unrealistic images of beauty in advertising.

An advertisement for an Olay anti-aging product featuring Twiggy was banned in 2009. Last year L’Oreal advertisements featuring Julia Roberts and Christy Turlington were banned on the grounds they were misleading.

Miss Swinson, who is co-founder of the Campaign for Body Confidence, said: ‘The beauty and advertising industries need to stop ripping off consumers with dishonest images.

‘The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy, Julia Roberts and Christy Turlington, should act as a wake-up call.

‘Thankfully the advertising regulator has again acknowledged the fraudulent nature of excessive retouching.’

She said there was sound medical evidence that faked images cause harm.

‘The Royal College of Psychiatrists has spoken out about the harmful influence of the media on body image and has highlighted the airbrushing and digital enhancement used to portray physical perfection as an area of concern,’ she said.

‘There needs to be much more diversity in advertising – different skin colours, body shapes, sizes and ages. Studies show that people want to see more authenticity from brands. Images can be aspirational without being faked.’

The fact that the image has been digitally manipulated is at odds with the actress’s stated view that performers should do away with artificial help to prolong their youth. It is not known whether she approved the changes.

Body image is critical – we have far too many young people of both sexes who are being conned by an advertising industry intent on making profit. But as Swinson has said we also have thousands of young people who harm themselves when they are unable to fit in, be perfect, or be the body beautiful; society demands. Beauty matters and for some it matters more than life itself.

Dr Donald Macaskill

Please leave us your thoughts on beauty and advertising.

Source: The Daily Mail and others.

Related reads:

Nivea and their racist face cream ad.