Pants that tighten your tummy, creams that melt cellulite, and injections that take 10 years off your face. These are some of the advertising claims fueling our desires for six-pack abs, firm thighs, and flawless skin.
The multi-billion-dollar beauty industry encompasses makeup, skin and hair care, fragrances, cosmetic surgery, health clubs, diet pills, and fashion. By presenting idealized images, beauty product and fashion advertisers seek to persuade customers that they will become new and improved if they use their product or wear their clothes.
Marketers focus on the psychological emotions of the consumer when advertising beauty products, according to Gia Salardi, an instructor in the Fashion Design and Merchandising department of Miami International University of Art & Design.