an Ad a Day

A look at the marketing that surrounds us.

L’Oreal True Match: Get Your Airbrushed Finish

Posted by Rosepixie on June 23, 2010

This is a banner ad I came across online for L’Oreal True Match foundation.

The text reads:

L’Oreal Paris

New True Match Roller – Perfecting roll-on makeup

Get your airbrushed finish

Two things bother me about this ad.  First is that the makeup roller looks an awful lot like a paint roller and I don’t want to feel like I’m rolling paint onto my face.  That gets into the “what’s wrong with my face that you think I need so much makeup?” territory.

The second thing that bothers me about this ad is the last line about getting an airbrushed finish.  We all know that the images we see of models all around us are airbrushed, but somehow actually coming out and suggesting that we should all look airbrushed in real life has a very creepy vibe to it.  I don’t want to look airbrushed – I want to look human.  And I know I’m not alone on that one.

So this ad, even with so few words and a single image, managed to give me a lot of creepy, negative impressions.  This is not a great thing for an ad to do.  So, while I think this ad might work for some people, I’m not sure it was a great choice because I think it might turn off as many people as it attracts.

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One Response to “L’Oreal True Match: Get Your Airbrushed Finish”

  1. Eva said

    I think the thing they’re showing is for matching your skin, not applying makeup? I’m not entirely clear on this, but I seem to remember some sort of strange matching system for helping you pick the right shade (which as you’re familiar with, was not super helpful since the lightest one was too dark for me).

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