Beauty advertising is full of emotive promises and evocative language. The self-worth/self-esteem message is accessorised with dramatic experiments, showy visuals and rousing words.
L’Oréal’s latest commercial and drive to win fans is nothing like that. The spot is a simple, rational monologue by Bollywood star, Aishwarya Rai Bachchan, discussing what decides “I’m worth it”, what decides a woman’s value.
It’s not social media pictures or likes.
As bare as it is, as academic is its language, it demands attention. It’s the rational presentation of an emotive warning the industry has already embedded in our heads. We want it to be our reality because we need it to be so. But there’s a push and pull with culture – ours and the beauty industry’s.
It’s an interesting commercial by McCann. The actress is presented exactly like an Instagram image. Flawless skin, full face of make-up and no doubt digitally enhanced. Certainly a filtered image. Does that undermine the message? Does it strengthen Because You’re Worth It?
