You probably have the feeling that in cosmetic product ads you are always seeing the same close-up of the same girl: young, blonde, slightly smiling, pretty, and with fair skin. It’s not your imagination: a new Canva study shows visual evidence that all brands are betting on the same face type.
It is evident that advertisements are always carried out by attractive people who can embody the ideal of beauty of the moment, and much more in a sector such as cosmetics and beauty, which sells, precisely, promises of beauty. But still it is surprising to discover the degree of similarity between the faces of the different campaigns of the big brands.
The study was carried out by merging the faces of different beauty campaigns of a certain brand to find its “typical face”. Then the “typical faces” of 10 major firms, from L’Oreal to Maybelline, were placed side by side. Just look at the image to realize that most of the physical features are repeated in all brands.
As explained from Canvas: “The facial structure, the shape of the lips and eyes, the curvature and thickness of the eyebrows and the width of Finland Email List the nose were surprisingly similar. High cheekbones and pronounced jaws were also a very popular choice in this category. specifically, and the pink and full lips are another identity feature of beauty ads. ”
The models also tended to be very young, with perfect skin and attractive according to the canons of the moment, something that, in any case, was to be expected.
It is clear that when all brands bet on the same traits it is because it works, no matter how constant criticism of the lack of diversity in advertising has been. In this scenario, some firms have made the defense of diversity their banner, such as the case of Dove, who achieved a lot of repercussion by choosing women who were not models for their campaigns. But beyond the undoubted positive impact on their brand image, there are many studies that argue that the physical attractiveness of models positively influences the perception of advertisements.
A study from the University of Pennsylvania had already shown a few years ago that simply swapping one face for another in an ad could increase purchase intent by 15%, and that different facial features had an effect on the perception of attractiveness, the credibility or competition of an advertisement and the advertised product.
The case of the clock where it is always ten past ten
This multiplication of the same face in thousands of spots may be reminiscent of those advertisements for watches in which the hands always read ten past ten. If you see two or three, you may think it is a coincidence, but after seeing twenty or thirty you have to surrender to the evidence that it is a totally studied visual aspect.
The advantages of placing the hands in that position are many: the consumer can comfortably see both hands and the mark of the watch on the dial, and also the hands themselves serve to frame and focus attention on the mark itself.