an Ad a Day

A look at the marketing that surrounds us.

Posts Tagged ‘loreal’

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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L’Oreal Colour Riche Anti-Aging Lipstick: My Face Looks Younger!

Posted by Rosepixie on June 16, 2010

This is a commercial for L’Oreal’s Colour Riche Anti-Aging Lipstick.

She really does claim that her whole face looks younger because of a lipstick.  Seriously?  Is this magic lipstick?  Because I’m pretty sure your face looks flawless because you’re a supermodel and have an army of make-up artists and digital touch-up techs to make it look however you or L’Oreal want it to look.

And the explanation for how the lipstick works is pretty weak.  It’s got some special stuff in the middle that’s supposed to plump and firm lips and is lusciously surrounded by color so bright you can’t tell how plump or firm the lips wearing the color really is in the first place.  How that amounts to making your whole face look younger, I’m not sure.

Basically, this whole ad felt like a lot of smoke and mirrors and empty promises for women who have been taught that looking a day over eighteen is tantamount to being dead.  I’m not impressed and found it annoying enough that it might come to mind next time I’m shopping and make me stay away from anything with L’Oreal on it.

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L’Oreal Feria Hair Coloring

Posted by Rosepixie on November 29, 2009

This is a commercial for Loreal Feria, a line of hair dyes.  I came across it on YouTube.

There’s something very odd to me about saying that your hair should be the color of your voice.  Beyond the simple fact that for most people sound doesn’t have color, it’s just a weird concept.  Why your hair?  Why not your lips?  Clothing might make more sense, maybe, but hair somehow seems about as appropriate as saying your shoes should be the color of your voice, which sounds pretty weird and random.

I’m also pretty certain that a bizarre claim like this would never be used in an ad trying to sell hair coloring products to men.  This kind of weird nonsensical conflation of personality, different physical traits and beauty products is largely only found in ads for women’s products.  I’m certain someone could find me some examples to the contrary, and I’d love to see them, but I’m coming up blank trying to think of any!

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