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This Padlet explores how makeup advertising has changed throughout the years, emphasizing how customer needs and societal norms have influenced makeup campaigns. Previous makeup advertisements often focused on how makeup can change a woman's beauty to attract a man and achieve unachievable beauty standards. Today, makeup ads emphasize inclusivity and clean, sustainable products that help women feel their best. This Padlet explores these developments to show how advertising reflects these cultural shifts and the evolving relationship between identity and beauty.

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What is Deconstruction and How is it Used? 

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What is Deconstruction and How is it Used? 

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Deconstruction is the process of breaking down campaigns into their most basic elements to evaluate their effectiveness. In this Padlet, it involves looking at the target audience, creative imagery, messaging strategy, and historical context of makeup ads. Through analysis of campaigns, we can see how modern makeup advertisements use inclusivity and clean ingredients to connect with a wide range of consumers. In contrast, earlier advertisements were dependent on using gender roles and traditional beauty standards to promote their products. This method helps us to identify the strategic changes that have shaped makeup advertisements into what they are today.

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1956 Advertisement for Goya's Beauty Puff compact makeup.

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1956 Advertisement for Goya's Beauty Puff compact makeup.

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This advertisement uses the product-centric strategy to position Goya Beauty Puff as the ultimate tool for achieving a flawless, elegant look by using feminine imagery and wording to connect with its target audience. The specific title, "How to be prettier," emphasizes the ability of the product to create smooth, perfect skin for that trendy, glamorous look for those who aspire to achieve 1950s beauty standards.

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1972 Advertisement for Yardley's Lip Licks lipsticks. 

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1972 Advertisement for Yardley's Lip Licks lipsticks. 

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This advertisement uses the benefit strategy to position Yardley Lip Licks as the must-have lipstick for fashionable, modern women by using sensory, food-related visuals to relate to the product and catchy, fun messaging to connect with young, trendy women whose needs are to attract men. The campaign emphasizes the product’s good-smelling and tasting appeal, offering a playful and confident approach to beauty that aligns with the carefree, trendy lifestyle of the early '70s.

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1990 Advertisement for Revlon's "Make Mine Mauve" 

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1990 Advertisement for Revlon's "Make Mine Mauve" 

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The advertisement uses a product-focused feature strategy approach to establish Revlon's "Make Mine Mauve" lipstick and nail polish as the ideal, fashionable option for modern women during the spring season. Using an image of Cindy Crawford, a top supermodel who represents the idealized image of beauty and success, appeals to trendy feminine consumers. These consumers will then see Revlon products as something that can make them more confident and successful, like Cindy Crawford, so wearing that product will channel the same confidence. The advertisement's messaging highlights the mauve color's romantic and feminine appeal by portraying it as a strong, versatile color for any occasion.

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2017 Advertisement for Fenty Beauty's New Foundation Launch 

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2017 Advertisement for Fenty Beauty's New Foundation Launch 

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In the past, hundreds of makeup advertisements only featured women with fair skin tones and would only have shades catered to those skin tones. Fenty Beauty used a benefit strategy by showcasing a wide variety of skin tones through authentic, encouraging visuals. Fenty Beauty hopes to establish itself as the industry leader in inclusive beauty. To make every customer feel valued and appreciated, the campaign highlights the brand's commitment to providing products that suit all skin tones, types, and textures with a focus on accessibility, self-expression, and confidence. This campaign completely changed the beauty industry at the time, and now more brands have expanded their shade ranges and products to work on every skin tone.

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2024 Advertisement for Tower 28's ShineOn Lip Jelly Gloss

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2024 Advertisement for Tower 28's ShineOn Lip Jelly Gloss

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This advertisement uses the benefit strategy to emphasize the benefits of this product on sensitive skin. By encouraging self-acceptance and promoting the use of clean, vegan ingredients, Tower 28 hopes to establish itself as the preferred beauty brand for people with sensitive skin. Real, diverse people and bright, colorful imagery will be used in the campaign to appeal to consumers while highlighting the products' non-irritating ingredients and including the emphasis that the products are dermatologist-approved. This tactic demonstrates the brand's dedication to offering safe products that allow consumers to feel secure and confident in their skin and with the products they use.