Missguided's #MAKEYOURMARK Reminds That Perfection Doesn't Exist
Laura McQuarrie — December 15, 2017 — Fashion
References: missguided & refinery29
After being overwhelmed with support for deciding to stop airbrushing its models, Missguided is now launching a full-on campaign on body positivity called #MAKEYOURMARK. With #MAKEYOURMARK, Missguided reminds consumers that perfection doesn't exist and that it is permanently making "a pledge to never retouch our models' perfect 'imperfections' out."
The campaign is fronted by nine models, body-positive activitsts and bloggers, including Emily Bador, Felicity Hayward and Sam Rowswell. Missguided's #MAKEYOURMARK campaign is part of its larger #KEEPONBEINGYOU movement, which aims to inspire women to love themselves.
Rather than presenting unattainable, outdated beauty standards to consumers, a growing number of brands are embracing diverse representations of beauty; in turn, consumers are happily responding to brands that can help them identify and accept their authentic selves in product marketing.
The campaign is fronted by nine models, body-positive activitsts and bloggers, including Emily Bador, Felicity Hayward and Sam Rowswell. Missguided's #MAKEYOURMARK campaign is part of its larger #KEEPONBEINGYOU movement, which aims to inspire women to love themselves.
Rather than presenting unattainable, outdated beauty standards to consumers, a growing number of brands are embracing diverse representations of beauty; in turn, consumers are happily responding to brands that can help them identify and accept their authentic selves in product marketing.
Trend Themes
1. Body-positive Campaigns - Brands can leverage body-positivity by promoting diverse representations of beauty and helping consumers accept their authentic selves.
2. Unretouched Beauty Ads - The rise of unretouched beauty campaigns is a disruptive innovation opportunity to present authentic representations of beauty to consumers.
3. Authenticity in Advertising - Consumers are responding positively to brands that promote authenticity in their advertising by presenting diverse representations of beauty.
Industry Implications
1. Fashion - In the fashion industry, embracing diverse representations of beauty and promoting body-positivity can lead to increased brand loyalty.
2. Cosmetics - Cosmetics brands can leverage the rise of unretouched beauty campaigns to promote their products as a way to enhance natural beauty.
3. Advertising - The rise of authenticity in advertising presents a disruptive innovation opportunity for brands to connect with consumers and promote positive body image.
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