Bellezza #NoFilter a prova di Selfie.
Selfie e marketing cosmetico? Uno strano connubio ma non troppo, che anzi ha radici profonde nella bellezza che nasce dalla cura di se stessi e dal desiderio di esporsi, di mostrarsi agli altri. Individualismo, autostima all’ennesima potenza, narcisismo e culto dell’immagine: è questo che si nasconde dietro alla selfie- mania? Non solo l’autoscatto con il proprio telefonino di ultima generazione, ma anche il desiderio di condividere il primo piano più accattivante di una serie di foto su tutti i social network più importanti, da Facebook ad Instagram a Whatsapp… Forse sì, il selfie è l’ultimo ritrovato per dire al mondo che si “esiste” e al contempo per cercare approvazione.
In più, per le star di Hollywood o nostrane, l’autoscatto significa autopromozione, così come una volta per pittori come Rembrandt, gli autoritratti rappresentavano un biglietto da visita. Certo, gli artisti dell’immagine sanno come gestire la luce che arriva sulla pelle e come un filtro da inserire prima dell’autoscatto possa aiutare a cancellare le rughe sotto gli occhi o la pelle dal tono spento. Come dire: il “trucco c’è ma non si vede”. In controtendenza le star lanciano anche appelli al coraggio, a mostrarsi senza Make-up e senza filtri. Ne è un esempio la cantante Demi Lovato che su Instagram si è postata acqua e sapone sottolineando:
“Ladies, be brave today.. take off your make-up and stop using those filters!! WE are beautiful!!!” ovvero: “Signore, siate coraggiose oggi .. togliete il make-up e smettete di usare questi filtri! NOI siamo belle!”
Vedersi belle senza trucco su una foto è sinonimo di autostima, e dunque di forza in qualche modo, ma non è il moderno Selfie a dircelo, è una realtà che da molto tempo i pubblicitari del mondo cosmetico hanno compreso e sfruttato a pieno.
Come non ricordare le campagne di L’Oreal “Perché io valgo” , dove icone di bellezza già mature si presentavano No Filter (apparentemente) dimostrando la pelle di una ventenne?
Oggi il marketing cosmetico va ben oltre. Con i Selfie a raccontare la propria bellezza sono direttamente i consumer, le donne e gli uomini comuni che, proprio grazie alla possibilità social di autopromuovere un proprio autoscatto, sono in grado di dettare nuovi canoni di bellezza. Interessante al riguardo il video messo a punto da DOVE , “conversazioni su #Beautyls” in cui delle adolescenti vengono avviate, con l’ausilio di una fotografa professionista a creare dei Selfie, nuovi, che celebrino la loro bellezza individuale.
Il concetto è lo stesso della vecchia campagna de L’Orèal, ma meno idealizzato, più realistico e concreto, e soprattutto anche più economico da realizzare per le aziende, in assenza dei contratti dei testimonial famosi.
I cosmetici aiutano ad avere un vero effetto #NoFilter, grazie ad ingredienti innovativi che perfezionano la pelle, la rendono più luminosa, compatta, dal colorito uniforme.
E’ il caso di SkinPerfection, della L’Oréal Paris, una linea composta da siero, crema e BBCream in grado di levigare la grana della pelle, restringendo i pori ed uniformandone l’incarnato, a prova di ogni possibile pixel! Non a caso, con il lancio dei nuovi prodotti è stato promosso, lo scorso Marzo, il concorso #selfieperfetto, in cui le giovani consumer registrandosi alla pagina di Facebook correlata potevano postare il proprio selfie e vincere un trattamento idratante SkinPerfection e partecipare all’estrazione di videocamere Canon.
Christian Dior al contempo ha lanciato Dream Skin, il primo trattamento anti-età globale mirato ad una “pelle perfetta”, uniforme, a prova di qualunque autoscatto: un prodotto multitasking che promette di combattere rughe, macchie cutanee e al contempo di uniformare il colorito.
Just in Time Perfection, è invece l’anti-età appena immesso sul mercato da Last but not least, Valmont, perfetto per affinare l’incarnato, grazie ad un complesso speciale di ingredienti (Silicio D2 e a due attivi come il DNA Triplo e il Liposoma di RNA) che aumentano la luminosità, l’idratazione e l’elasticità della pelle.
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