Promoting self-confidence and helping consumers feel good about themselves has become a mainstay of beauty marketing. But how are digital influencers helping brands spread this message? Diana Arena, Senior Director of Customer Success at Expertcity, shares her insight.
"The definition of beauty is currently receiving a serious makeover.
Diana Arena
As Hollywood and other major consumer-influencing areas embrace a less is more approach to make-up, opportunistic politicians are publicly stepping forward to regulate unrealistic body image.
This rapidly evolving cultural trend represents a blurring of lines between beauty and health, including mental and emotional health reflected in self-image.
Brands have long emphasised that beauty products for the outer self can work magic at covering up natural human imperfections. Now there is a fast-growing emphasis on taking care of the inner self as a crucial element of the daily beauty regimen.
For example Drew Barrymore’s Flower Beauty Line promotes self-empowerment and inner beauty, consciously and explicitly, through messages such as: ‘Happiness is the best make-up’. Meanwhile, Aerie’s new body empowerment campaign uses ‘real women’ with a variety of body types.
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