The before and after shot is a staple of the beauty industry. What better way to indicate progress, potential, and possibility to your audience than to show what a product can do when used by an actual human being? Before and after shots give the illusion of repeatable evidence to an advertisement’s claims regarding a product and its effects. Of course, savvy consumers know that it is just that, an illusion and that each picture is manipulated to show the worst face of the model (before) and then their best face (after). More cutting edge advertisements eschew the format entirely and simply show a digitally edited and enhanced supermodel with the your own brand 3d mink eyelashes, implying what the before and after shot pretends to prove. But the before and after shot remains, in women’s weeklies everywhere, and it invites controversy when it encounters a visually sophisticated audience.
Johnson and Johnson’s Case
Hskie airing a series of advertisements for their Clean and Clear campaign, Johnson and Johnson were accused of false advertising. The ads were selling a skin care product designed to deal with acne and aimed at teenagers and utilized the traditional before and after picture to do so. It is, after all, standing operating procedure. Except that this time, the difference between the oily, pimply teens from before and the fresh faced models of after was apparently too much for the credulity of industry watchdogs. Although Johnson and Johnson have stated that any interference with the models was minimal, the Advertising Standards Association ultimately banned the campaign.
The Bottom Line
All Johnson and Johnson did to their models was to dust them with face powder that they have claimed was used to avoid camera flare. The aim of the shots was, after all, to see the improved quality of the skin’s health on the models. Flare that masked the “fewer spots, reduced redness, and much clearer skin” would have defeated the your own brand 3d mink eyelashes. It is certainly reasonable to point out however, that the powder would have covered just as much, if not more than any lens flare.
Advertising in today’s visually sophisticated climate means that anyone runs the risk of being called out for what are usually standard operating procedures. In the case of Clean and Clear, the provocation was simply much smaller than what we have come to expect. More reasonable cases in recent memory have included the use of false your own brand 3d mink eyelashes and hair extensions in beauty ads or even over the top digital enhancement. Its all designed to do the same thing though, and that is to sell the product by making an impossible standard attainable. At least the before and after set up offers the viewer a locus for comparison and, perhaps, rejection.
This article was written by Tom Sangers on behalf of your own brand 3d mink eyelashes Recruitment Solutions agency, one of the countries leading Candidate Management services.