What we desire and aspire to look like has today turned into something that isn’t even real. Back in the days, the ’super models’ signified a beauty that still was given only a lucky few, but could still be reached through training, staying in shape and lots of make-up.

Today, as a result of digital modernisation what we look at, the celebrities and models on posters and in magazines aren’t even real. Photoshopped till the break of recognition, necks are elevated, mole erased, hair color and volume changed and skin smoothened to a silky clean surface.

Photoshopped super models and celebrities – Before and After

Cameron Diaz – Before

After

Before

After

As you can see the beauty we grace in every magazine, poster, TV-commercial and newspaper has been altered. Yet another clear testament to our distorted view on beauty. But then again, now thanks to photoshop and the art of retouching – even I can be beautiful

And this year, I had a really “unscary” Halloween. My office threw a Halloween party and round these here parts it’s become a tradition to try to outdo everyone else, costume-wise. The person with the most over the top costume wins movie tickets, or a free dinner, or a gift voucher or something. That’s not what it’s about, of course. It’s about having the most kick-ass costume ever and thus finally gaining the respect of your colleagues! At least for one night…

Last year, I couldn’t make it because I got the flu. This girl from accounting won – she came decked out as Jessica Rabbit… Not enough commitment, you protest? Well, she is 5′2″, skinny, and has black hair. That’s right, for one night at an office party, she dyed her hair cartoon-red, wore the mother of all push-up bras, added padding on her hips to become more voluptuous, and balanced on 6 inch heels.

So this year? My costume sucked, I went as a punk: spikey hair, Doc Martens with red laces, ripped tight jeans, an Exploited t-shirt, and fake “punk” tattoos. No way I could have won. And I didn’t. Sasquatch won. Yes indeed, one of our IT guys got the most realistic BigFoot costume ever on TheHorrorDome.com and now he is the coolest guy at work.

It’s funny how people always find something to compete in. We all want the praise and attention from our peers, but in most instances, this admiration is for superficial attribute: nice haircut, cool jeans, love the new dress… or awesome bigfoot costume Jim.

Damn Jim and his tickets to Quantum of Solace… Next year, the prize shall be mine!

Sure a good share of them like to objectify women to their physical shapes and figure, but then again so is the animal kingdom built. We are very much driven by animal instincts and though it is not an excuse for treating women or men in an inconsiderate way, it definitely helps to explain a certain behavior.

No, the enemy is indeed the beauty industry, men and women who are selling products through marketing campaigns with a clear focus: outer beauty, sex and a very distorted view on beauty.

I hence advice every parent to talk to your children before the beauty industry does. Physical attraction, sex and outer beauty are all wonderful things and essential parts of what it is to live. However, it does not belong in ads and campaigns nor does it belong convincing our children that being beautiful is having the perfect body.

When a common belief is that cosmetics and make-up are shallow tools to lay attention only on outer beauty and vanity, we like to claim otherwise. To enhance the eyes is like opening the window, rip off the curtains and let everyone see how beautiful you are. Eye-liner is thus our choice of make-up. And perhaps some lipstick to caress the words, thoughts and ideas that are comming out of your mouth. So, for the believers of make-up to only be for Paris Hiltons and Super Models, eye-liner and lipstick can be considered a tool rather to bring out the inner beauty in you than hide behind a mask.

If you have any thought you want to share, please comment or send me an email at thebeast@beautybythebeast.com.

Their posters can be seen all over the world and the campaign invites recipients to join the real beauty debate on their website. Bossting the cause, videos about the distortion of beauty has been posted online (look above). The purpose and aim of the campaign seems honest but let’s not forget it is also a good old marketing strategy, a way for Dove to increase their sales. The Reason Dove is, for you who are unfamiliar with the brand, produces soap and shampoo. In an industry where most players has more than at least 20 different marketed products Dove were experiences a decrease in their sales. Dove is furthermore part of a bigger cosmetic concern and when the time came for the board to decide whether or not to trash the brand, it was decided to give it one last shot. CampaignForRealBeauty is hence the result of a hired advertising agency, a very good one, and the goal to increase Dove’s sales figures. When successfully getting the consumers attention with a new and fresh marketing concept Dove tripled their anual profits. What might seem like an honest attempt by this cosmetic and skin-care company to crack the riddle of real beauty and inner beauty, can be argued to be nothing more than a simple attempt to make some money on other people’s beauty complexes. Economic Interests in Making You Feel Good! Although it might feel wrong when these marketing schemes make economic profits on regular people’s desires, dreams and insecurities, in this example Dove has also done more than just putting up some posters. The Campaign for Real Beauty invites not only to an online debate about real beauty but has gone well out of their way in tackling this subject by e.g. starting a self-esteem fund. Of course they wouldn’t do it for free, but perhaps this type of marketing and brand building efforts will become an example of how capitalism and humanism can join forces that will gain both parts, financially as well as beauty-building. Commercial Good Will? The final judgement concerning Dove’s Campaign For Real Beauty is that a global campaign like this will probably, and hopefully, gain a lot of people and clear their self-image on beauty. The debate is on thanks to dove, or the over-payed genius at the advertising agency, the concept of Real beauty is astep in the right direction and a breeze of fresh air when most competitors remain in the conservative marketing-pit. What do you think about Dove’s real beauty campaign? Join the debate by commenting below Age is just a state of mind/The Beast