Beauty #BehindTheSeen

November 22, 2018

by Gianina Azores

Everyone is insecure about something. We tend to find fault in everything from our intellect, to our competence, to our worth… to even our own bodies. The last one in particular tends to be an uncomfortable thought for most of us to have. 

That’s because there’s something so taboo about being conscious of the way we look. We don’t want people to know that we scrutinize our own features—fearing that they might examine our imperfections just as closely.

It’s strange how something as ubiquitous as the flesh on our very frames can bring us so much shame and anxiety. After all, the most difficult insecurities to face tend to be the ones that lie in plain sight.

However, it takes a trained eye to spot such imperfections. Insecurity isn’t innate. Our tendency to judge ourselves and others in this way was developed due to our exposure to media. Whether we’ll admit it or not, the truth is that it has always been from media that we gathered our notions of what it meant to be “beautiful”. 

Take yesteryear’s fashion magazines that splashed tall, slender, fair-skinned models onto each glossy page, or perhaps today’s Instagram celebrities endorsing various products and routines that will supposedly help their thousands of followers become just as flawless as they present themselves to be. No matter what form the medium takes, they all promote the same unrealistic and unattainable beauty standards that we, young people especially, desire and struggle to conform with.

Advertising definitely plays a key role in propagating such standards, as it not only sells products and brands, but also ideas and lifestyles. As part of its advocacy for responsible advertising, the UP Advertising Core showed that true beauty lies #BehindTheSeen with FACELIFT: Lifting the Facade of Beauty Standards in Advertising, its comeback Alternative Classroom Learning Experience (ACLE).

To spark a wider discussion, FACELIFT goes beyond just being a three-hour, one-time event, and transformed itself into a semester-long campaign to better execute its aim of breaking the unattainable beauty standards that are reinforced in our society by media and advertising.

“The goal of [this] ACLE is to be more than just a learning experience, but [to also be] an empowering thing,” shared Bea Pinlac, Project Head of FACELIFT. “It’s more than just learning for three hours; it’s something you carry on even after [the event].”

Among the campaign’s notable executions is an honest and raw presentation of personal beauty narratives from chosen ambassadors, that all came together in a Facebook photo album.

Discover why true beauty lies #BehindTheSeen with the FACELIFT campaign ambassadors and their take on beauty standards in multimedia.

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