Behind the scenes of social platforms, as well as advertising billboards, an epic battle is being fought between consumers who have a polished, poreless, and wrinkle-free face, aided by a little cosmetics and even more by non-invasive treatments, a status symbol, and those who wholeheartedly embrace the so-called realness movement – the movement for real, natural beauty without any type of filter interventions. The former are responsible for the boom in aesthetic corrections, especially among representatives of Generation Z, while the latter may be fewer in number, but are becoming increasingly vocal.
In the fight against toxic beauty ideals that undermine self-esteem and even mental health, some brands from the beauty industry are rising up against Instagram faces and false, deceptive filtered and photoshopped content, choosing to follow the path of the pioneers of real beauty in marketing communication, the American Dove.
Redefining Beauty
One such brand is ‘our own’, beauty brand Skintegra, which in its communication rejects the illusion of perfection and rests on the idea that authenticity and skin health are the foundations of true beauty. In today’s world, such a move is desirable, but also bold. Indeed, although users are fully aware that perfection does not exist in the real world, that there is a considerable discrepancy between appearances in advertisements/feeds and in real life, they still hope and buy promises. Precisely for this reason, as stated by the founder and CEO of Skintegra, Jelena Skendžić Ratkajec, there is a real risk that a more honest, raw approach to visuals will deter some customers.
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