Beauty is only skin deep…

Yes, that is the message some recent advertisements, and by extension, the companies concerned, are trying to give out.

One such ad is that of a fairness cream. In it, a lady describes how after using the cream, she “got her yesterday’s husband back”, and received as much care as before. She was even treated to a private dinner at a suitable restaurant!!! In other words, before the arrival of the particular product, the husband was not caring for the lady as much as he used to!

Then, pray what does the lady plan to do when she is not in her late 30s, but in the late 60s?? Does she plan to plaster her face with the product in question, attempt to look as though she were 30, and hope that her husband care for her?

It’s surprising how ad ideas such as these come up, and it would be even more surprising if the target audience actually buys into them. Surely, most of us do realise that it is not really how we look that determines how people feel towards us??

Had the ad been for a product aimed at me, I’m not sure I’d have gone ahead and bought it…

Or am I being too idealistic??

3 thoughts on “Beauty is only skin deep…

  1. Surprising as it may sound it’s not the company or advertisers who are to be blamed. Ads like those work and impact sales, and the advertisers know this fact.. It’s a mindset with Indians in general. Ours is a very marriage/match-making driven society,
    and recently we have discovered that our women need liberating so lets make them air hostesses and TV commentators which would require the use of a beauty product to improve her confidence, because she knows she wont stand a chance if she doesn’t “look” good.. Advertisers play on this mentality
    and you cant really blame them. As far as it being an ideological problem buying a beauty product is concerned, people use beauty creams for various reasons. if you do (I’m being very figurative here, of course), doesn’t mean you’re trying to get ‘fair and lovely’ to show it to others, or to get a job, or to increase your rating in the marriage mart. Most people use it just for the sake of looking good, feeling good, for themselves.. I mean, wanting to look good is not bad, is it? I don’t mean being obsessive about how you look. That’s the main drive behind the purchase of a beauty cream. As far as advertisements go, three sets of people are involved in this — the user, the advertiser and the rest of the society. Ads basically target the ‘rest’ of the society. The user would buy a beauty product for the reason I mentioned above, the advertiser will cater to “popular” notions, and it is the rest who will actually look at it in the way the ad depicts.
    So if I was buying a beauty product, I don’t think I’d have ideological issues just because they advertise a product in a specific way. This is completely my opinion, you might not be wrong in having an ideological problem.

    I have carefully proofread the whole thing. I’m sure you’ll miss the typos that were there in the original. 😛

    Also, I do not use beauty creams. So this was not a justification by any means.

  2. Thank, Insiya, for those comments…

    Firstly, why does the issue of justification come up? I’m sure you’re entitled to your point of view, irrespective of whether you use certain products or not!!

    I am certainly not against the use of any beauty product. What I have a problem with is the way a certain series of ads had been designed.

    If a lady needs to use a certain product to “extract” love and affection from her husband, then I’m afraid that does not speak very highly either of the husband or of the relationship.

    That is where I had the issue…

    There is certainly no reason to NOT want to look and feel good!!

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