US skincare brand Blume is shaking up skincare advertising with its new - and incredibly refreshing - campaign, Celebrate Skin.
Advertising can still be pretty shocking in 2019.
Last month, an advert showing a woman in denim shorts alongside the words “Your wife is hot! Better get the air conditioning fixed” was banned from appearing on the side of buses. Yet, it still managed to appear on a billboard in Nottingham. Add to that, the long list of shocking 21st-century sexist ads and it’s clear we still have a long way to go.
But thankfully, the tide is (albeit, slowly) turning and we’re seeing empowering, encouraging adverts seeping through.
Earlier this year, hair removal brand Billie released a campaign which featured women with pubic hair. And now, the latest inspirational advertising campaign is shifting the focus onto our skin.
Skincare brand Blume has unveiled its Celebrate Skin campaign in a bid to normalise the conversation around acne. And while we’re used to seeing products advertised on clear skin – Blume is actually promoting its acne products with pictures of people with acne.
Yep, they’ve taken the revolutionary step to advertise products with people that the targeted consumer can actually relate to.
Speaking about its decision in a blog post, the company says, “It doesn’t need to be taboo or awkward to talk about considering what a common experience it is for so many people, no matter our age, colour, gender, or size. Let’s not forget, we’re human.”
It adds, “A strong 63.4% are comfortable talking openly about their acne struggles. The 26.6% who aren’t quite there yet, hopefully our #celebrateskin acne talks will help empower you to embrace these bumps, scarring and all! They’re going to be there anyway, so we may as well treat them with love rather than shame.”
Blume’s decision to help people with acne feel empowered is incredibly important.
“For some, acne can be psychologically devastating and has been associated with anxiety, depression and low self-esteem,” psychodermatologist Dr Alia Ahmed tells Stylist. “All of this can affect how a person feels and impacts their daily life choices (like taking part in sports, what clothes they wear or their make-up choices), social interactions, study/work opportunities and relationships.”
Imagery like the ones used in Blume’s Celebrate Skin campaign are integral to normalising how we all see acne. Plus, the more we consume these images, the more people with acne will feel like their skin condition isn’t something they need to hide.
While it’s great to feel positively about your acne, it’s OK if you want to treat it, too. Unfortunately, Blume isn’t sold in the UK, but we recommend checking out CeraVe’s Renewing SA Cleanser, a product Beauty Editor Lucy Partington found left her skin smother and hydrated.
Main image: Sarah Brimley for Stylist