In the world of cosmetics, the commitment to inclusivity isn’t just a trend—it’s a necessity. Brands that claim their products cater to all skin tones must be held accountable when they fall short of that promise. Recently, Yves Saint Laurent (YSL) launched their “Make Me Blush” liquid blush in the shade “Lavender Lust,” touting it as suitable for all skin tones. But when tested, the product revealed a stark mismatch between its advertising and reality, particularly for individuals with deeper skin tones. This isn’t merely a case of a product that doesn’t work for everyone; it’s a glaring example of how misleading marketing can undermine trust and inclusivity in the beauty industry. In this blog, we’ll delve into the YSL advertising debacle, explore the broader implications of such misrepresentations, and discuss why genuine inclusivity in beauty products matters more than ever.
The Issue at Hand
Yves Saint Laurent’s recent release, the “Make Me Blush” liquid blush in the shade “Lavender Lust,” has stirred considerable controversy. Promoted as a universally flattering shade, it has fallen dramatically short on delivering inclusivity, especially for those with deeper skin tones. Upon testing, it became apparent that the product’s advertising misrepresents its actual performance on diverse skin tones, a problem that raises serious concerns about misleading marketing practices in the beauty industry.
In the beauty industry, the term “universal shade” has been thrown around a lot, but it seldom lives up to the promise. For those with deeper skin tones, finding makeup products that genuinely complement their complexion is a daily struggle. The YSL “Lavender Lust” blush was marketed as suitable for everyone, primarily featuring models with deeper skin tones in their ads. However, the product’s actual performance proved otherwise.
When applied to deeper skin tones, the blush appears ashy and grey rather than the advertised vibrant lavender. This discrepancy isn’t just a minor oversight; it highlights a significant issue in the formulation and marketing of the product. The white base of the blush doesn’t translate into a flattering or even remotely similar shade on darker skin compared to lighter skin tones. Instead, it results in a patchy, unnatural look that no one would want in their makeup routine.
Advertising vs. Reality
The problem isn’t just the product’s performance but how it’s been marketed. YSL’s advertisements showed the blush looking vibrant and flattering on models with deeper skin tones. When makeup artists and consumers tested the product, it became obvious that YSL had either used additional products or post-production editing to achieve the results seen in their advertisements.
- Photoshop Manipulation: It’s likely that the images were retouched or manipulated to make the blush appear more flattering than it genuinely is. This is a deceptive practice that misleads customers into thinking the product will work for them.
- Mixing Products: In some cases, it’s suggested that additional shades were mixed with the “Lavender Lust” blush to achieve the advertised look. This isn’t noted anywhere in the promotional material, leaving consumers to discover the truth for themselves.
The Broader Impact
When a high-profile brand like YSL fails to deliver on inclusivity promises, it has broader implications. It not only disheartens customers who feel misled but also underscores a continual lack of genuine diversity in the beauty industry.
- Erosion of Trust: When brands make grandiose claims about inclusivity but fail to deliver, it erodes consumer trust. People are less likely to invest in future releases from that brand, questioning the authenticity of their inclusivity claims.
- Exclusionary Practices: While light-skinned customers may find the blush flattering, those with deeper skin tones feel excluded. This isn’t about merely missing the mark; it’s about reinforcing the idea that products aren’t designed with them in mind.
Why Genuine Inclusivity Matters
The beauty industry is not a one-size-fits-all realm. Skin tones and types vary widely, and products should cater to this diversity. Genuine inclusivity isn’t just about ticking boxes; it’s about ensuring that all customers feel seen and valued.
- Representation: When brands feature models with diverse skin tones, it should be a true representation of how the product will perform on those skin tones. Anything less is disingenuous.
- Product Development: During the development phase, products should be tested on a wide range of skin tones. If a product doesn’t work universally, brands should be transparent about it rather than making false claims.
- Marketing Ethics: Ethical marketing practices mean not relying on Photoshop or mixing products to achieve a look that the product alone can’t deliver. Transparency is key to building and maintaining consumer trust.
The Accountability Factor
Industries must be held accountable when they fail to deliver on inclusivity promises. This includes:
- Consumer Feedback: Consumers should be vocal about their experiences. Reviews, social media posts, and direct feedback can push brands to reconsider their marketing strategies and product formulations.
- Influencer and Expert Reviews: Influencers and makeup artists play a crucial role in testing products and providing honest reviews. They can help shine a light on discrepancies and hold brands accountable.
- Industry Standards: There needs to be a higher standard for testing and marketing beauty products, ensuring that claims are verifiable and honest.
Conclusion
The YSL “Make Me Blush” debacle serves as a stark reminder of the importance of true inclusivity in the beauty industry. It’s not enough for brands to claim their products work for everyone; they must ensure that their products genuinely live up to those claims. Misleading marketing not only damages consumer trust but also perpetuates exclusionary practices. By holding brands accountable and advocating for honest representation, we can push the beauty industry towards a more inclusive and ethical future.
