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Getting It Right
The beauty industry – often criticised for
perpetuating idealistic body images – is one
particular sector where innovative brands are
attempting to change perceptions of beauty. The
toy sector is also feeling pressure to reject gender
stereotypes.
•
UK-based make-up brand Illamasqua
launched a competition called Beauty Before
Age, calling for older women, mothers and
daughters to model for its next campaign –
exemplifying beauty without age limits.
•
The language of beauty – from anti-ageing to
“turning back the clock” – is also under fire.
Continuing with its Real Beauty campaign,
Unilever-owned global beauty brand Dove
launched Thought Before Action in March.
It’s an “un-Photoshop” tool masquerading as
a “bodyglow” Photoshop Action that image
retouchers can unwittingly download, only
for their picture to be returned to its original
state. A brilliant concept – but is it
really potent?
•
Top Toy, the leading Swedish toy retailer,
which holds the Swedish franchise for
US giant Toys R Us, created a Christmas
catalogue featuring images of young boys
playing with toy vacuum cleaners and
admiring dolls’ houses, while a girl aims a laser
gun at an imaginary foe. Top Toy director of
sales Jan Nyberg said: “With the new gender
thinking, there is nothing that is right or
wrong. It's not a boy or a girl thing; it's a toy
for children.”
•
Also note a 1981 advert from Danish toy
manufacturer Lego that has been featured
on social media sites throughout March 2013
and shows a proud little girl and her building-
block creation, devoid of any pink or glitter.
It certainly contrasts with the 2013 version
of Lego for girls, called Friends. The 1981
advert’s republication chimed with a petition
to persuade the company to commit to
gender equality in marketing, complete with
the hashtag #liberateLEGO.
Beauty Before Age
© Illamasqua
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Redefine
Consumer Engagement