Writing Assignment - Strategic Marketing DUE Nov 10

Ethics in Marketing: Beyond the Image

Leidy Tatiana Gallego Penon

November 2023

Currently the fashion and makeup industry have an important influence with reference to beauty
standards, which in a worrying way, define and limit an authentic image and personal
acceptance, linked to a physical appearance, creating an ideal beauty on women, generating
insecurity and unhealthy behaviors in the search to comply with the standards that society
imposes. The commercialization of products and trends in these industries has put pressure on
women, and in many cases also on men, on how to look good, how they should dress to achieve
an idealized image. This pressure is sometimes given by unethical marketing strategies. It not
only impacts people's minds, but also affects society, creating an environment where appearance
seems to be more important over people's feelings and diversity.

Strategic marketing in the fashion and makeup industry must take into account the fundamental
ethical values that must go beyond the sale of a product, giving incorrect information about the
benefits or effects is only perceived as the sale of an image. unattainable, ethical marketing must
put authenticity and truthfulness in the representation of products and beauty standards in the
middle of its considerations. It is essential that companies in these industries commit to
transparency in their advertising messages, avoiding exaggeration of the effects of their products.
The manipulation of images and the creation of unattainable realities through advertising
generate insecurity and contribute to the formation of unrealistic standards, forgetting social
responsibility and commitment to society, which for me, goes beyond simple economic
profitability.

Speaking in this sense, social responsibility is very important. and companies, especially those
dedicated to the sale and distribution of makeup or beauty products, must transcend the search
for economic profitability to assume a commitment to society. Promoting an inclusive
representation of beauty is an essential step in developing ethical marketing strategies. Diversity
in all its manifestations in terms of shapes, sizes, ages, ethnicities, disabilities, among other
aspects. It should be celebrated and represented in advertising campaigns. By doing so, we
contribute to the demystification of traditional beauty standards and promote a more authentic
and realistic image.

Additionally, the promotion of a positive and realistic body image is important in the
development of fashion and makeup marketing strategies. For example, in the skin care and
makeup industry, represented by Clinique, which is a leading company, it has played a
significant role in defining beauty and wellness standards. In a world where physical appearance
is highly valued, this company has a considerable influence on people's perception of
Writing Assignment - Strategic Marketing DUE Nov 10

themselves. Therefore, it is essential to critically analyze the role of ethics in the marketing
strategies of a company like Clinique.

Clinique, recognized for its commitment to dermatology and the development of skin care
products, has remained at the forefront of the sector. However, as an integral part of the makeup
and cosmetics industry, you also face the responsibility of addressing ethical issues in your
marketing strategy. The brand has been praised for its focus on skin health, but has also come
under fire for certain unethical approaches to its advertising. such as presenting unrealistic results
in your advertising campaigns, exaggerating the effects of your products, can generate unrealistic
expectations among consumers. Transparency in the presentation of these campaigns is equally
important: revealing the use of digital retouching and presenting real, achievable results could
avoid creating unnecessary insecurities in the female audience.

Today's society urgently needs a change in thinking with reference to the paradigm that exists
regarding people's validation of external standards and a focus on the sentimental valuation of
each person.

Unethical practices in fashion and makeup marketing have a significant impact on people's
perception of beauty and self-esteem, especially women. Constant exposure to photoshopped
images and unrealistic beauty standards can lead to decreased self-esteem, eating disorders, and a
relentless pursuit of physical perfection. These adverse effects not only influence individuals, but
also impact society as a whole, generating a culture obsessed with image and physical perfection.

In this sense, education and awareness are fundamental tools and companies have the
responsibility to educate consumers about ethical practices in marketing, enabling them to
question imposed beauty standards and promoting an informed consumer culture.

In conclusion, ethical marketing in the fashion and makeup industry not only involves selling
products, but is an opportunity to redefine "beauty standards" and promote more authentic and
healthy representation. Companies have the power and responsibility to redefine beauty
standards, celebrate diversity, and encourage self-acceptance. True beauty lies in authenticity and
self-acceptance, and ethical marketing can be a powerful tool to promote a more positive and
realistic body image. It is time to go beyond social pressure to achieve unattainable standards and
celebrate beauty in all its forms and expressions, building a more empathetic, inclusive and
compassionate world.