Photoshop Bulletin: Retouching in cosmetics advertising in 2014
We are closely watching how the image of the body is formed and changes - largely because not everyone understands that images of celebrities and models in nearly one hundred percent of cases are thoroughly processed, and faces and bodies from advertising campaigns and covers in life looks far wrong. Finding out which parts of the body retouchers are most often walked with an iron and “liquidate”, how they deal with men and what celebrities think about their zeal, we decided to check whether the society begins to accept “flaws” in 2014 (and features) appearance, and carefully considered the new advertising campaigns of cosmetics - something, and they are definitely the most correct litmus test of the attitude of society to the body.
Dior
Beautiful and young model Sasha Luss in advertising the Dior Christmas collection looks twenty years older than herself. The collection itself is terribly beautiful, we don’t know the person whom the pot-bellied two-color "diorifiki" and lacquer with gold flakes would leave indifferent, are sold, though they themselves, and not Sasha's face. We have a feeling that the team that worked on the image did not go out on the street for a long time and didn’t see any living people, or was stuck in the nineties. Here, for example, advertising twenty years ago, are there many differences?
Nars
Separately, we admire Tilda (last year they were happy to talk with her no less than the first-graders on the first school day), separately by her cosmetologists. At 54, the actress still looks like an ideal being of a not very terrestrial race and is little different from herself as eighteen years old. Nevertheless, wrinkles, blood vessels in the eyes and swelling under them are peculiar to it, like all people, but the NARS team decided to take from Swinton only the “best” - including chiseled cheekbones and a perfect oval face.
Chanel
Vanessa Aksente became the face of Chanel not so long ago, but she has already undergone almost more press from the team than Monika Yagachak and Sigrid Agren combined. Let's start with the fact that once she pulled out all the bones from the neck so that she became literally a swan. This year the situation has changed, but not too much: although the postures of Vanessa on new advertisements are natural, the skin on her whole body does not look like an organ of a living being, but a fine soap statue.
Lancôme
Clever, funny and definitely beautiful Lupita Nyongo almost overnight became a megastar, an icon of style and the face of the Lancôme brand. Not that dark-skinned girls often represent cosmetics, so we only support the choice of a brand as part of a course on a variety of beauty. But we can not fail to note that, and so looking like the May rose of Lupita on a poster with lipstick, it glows unearthly and shines with dazzling whites of eyes. Thanks to retouchers for not correcting the natural asymmetry of the face and retaining a hint of a normal physique.
Yves saint laurent
Choosing campaigns for this list, we were delighted at first: the not fully loaded picture with Lindsay Wickson for YSL promised to become a breath of fresh air, that is, a small oasis where retouching is just as long as it takes to decorate, not change the picture. They were deceived: although the frequently treated hairline looks quite natural and even eyebrows in life can be completely brought to the same perfect arcs, Wickson’s chin forms one plane with the neck - let's not let the brain know why it was so corroded shadows.
L'Oréal
At the end of the year, it became known that the beautiful face of the brand was Helen Mirren - we were terribly overjoyed, because we had long believed that maturity was becoming the new black, and wanted to see the actress in the latest advertising campaigns. We can only guess why retouchers were much more careful with Mirren’s face than with Naomi Watts’s appearance, but the fact remains: the actress’s face reads her age, she can identify herself with women with unfashionable parameters and at the same time she looks so attractive that I want to be like her.
L'Oréal
If even one company cannot decide what kind of image it wants to broadcast - natural or luxurious (in the sense of the early zero), then what should we expect from the whole society? L'Oréal often chooses famous women in models, but doesn't seem to like them: everyone has heard about the embellishment of Diane Keaton for the anti-aging cream campaign, now the editors have watched Watts to such a state that she does not look like herself. It is interesting that the actress will also advertise skin care products - it is surprising that representatives of the brand still rely on the naivety of buyers.
Clé de peau
Amanda Seyfried is not the first time to introduce Clé de Peau, but this time she was somehow unlucky. What is interesting, the company was guided by when she turned out a triangular from the oval face of the actress, narrowed her eyes and pouted her lips so that they look like rubber? Funny, with the hair and there is a complete order - maybe a group of retouchers working for a cosmetics company were sent to a boot camp for working with hair? In any case, a more unnatural presentation of natural makeup than this time at Clé de Peau is difficult to imagine.
Gucci
Just the other day Gucci cosmetics arrived in Moscow, we are terribly pleased with the gradually burgeoning landscape. The favorite of the brand Charlotte Casiraghi became the face of the first collection. In the pictures, Charlotte props up her head with hair styling to a hair (we know firsthand how difficult it is to achieve this in life, and especially in photographs) and does not find any hint of uneven skin tone or at least its texture. Well, that is us, the monarchs, because there is no pore.
Dolce & Gabbana
Recently, Dolce & Gabbana is presented by the main woman of the movie - 2014 Scarlett Johansson, but the brand chose Linda Evangelista to advertise the Lift Foundation. We understand the logic by which an adult woman demonstrates a pulling tonal tone, but we do not understand why her appearance needs to be so improbably distorted: we all know how long Linda is, we know how she looks made up, and certainly able to catch the difference between her and that perfect doll of advertising (meanwhile, we can not but admit that the final picture looks very beautiful).
