Artifact

I am doing my module 4 project on the Biore advertisements for a product line called "Skin Preservation." The tagline for these ads is: "Too old for acne? Too young for wrinkles? Your skin has been ignored--until now." These ads not only reinforce gender stereotypes that women should be flawless and should appear a certain way, but they also manipulate consumers into believing there is something wrong with them when essentially, there is not. Biore is creating a condition about the absense of a condition.

Despite this, the ads are successful because they not only manipulate consumers into believing that there is something wrong with them, but they also gain the credibility of consumers by offering scientic facts and by utilizing pathos in creating a community for "sufferers" of this skin malady to band together. If the ad campaign made women feel directly bad about themselves by telling them there was something wrong with the way they looked, they would not flock to this brand--but instead, the message that these consumers are imperfect is so discreet and so well masked with a we-mean-well attitude that consumers are actually drawn to the products rather than repelled by them. It is this manipulation that successfully gains and keeps the business of these women who really have nothing wrong with them.

One of the main features of the web site is a community that can be joined to discuss having "In Between" skin (the made-up skin condition of women who have nothing wrong with their skin). This gives women a place to discuss their skin problems as well as discuss other parts of their lives--i.e. jobs, relationships, friendships, etc. By offering a safe haven to consumers, consumers are drawn to this product because they feel as though Biore really cares about their concerns, even outside of their skin concerns. This is part of Biore's branding--compassion.

By interpellating women to believe that they are flawed, but by offering enough hope and compassion so as not to completely off-put potential consumers, the Biore brand is stronger than ever. This skincare line has been going strong for several months and has not yet faltered or been discontinued. It is amazing to me that a brand can successfully market a product designed for a condition that does not exist. This just goes to show the power of successful marketing.