Joy Honey and Almond lotion chooses not-so-ideal-type to drive the issue of ideal beauty
“To lose confidence in one’s body is to lose confidence in oneself.”
― Simone de Beauvoir
Indian advertising industry has always been preying upon women by promoting the idea of Fair and Lovely. Equating fairness with success, this product, and many others have been encouraging women to run after their dreams. But they can do this only after reaching the ideal of being fair and slim with a smooth skin. Because beauty in the world of advertisement seems to be reserved only for women taking care of themselves with more determination than studying for exams.
The Joy of being beautiful
Taking a break from preying on women’s insecurities, Joy Honey and Almond Body Lotion has added weight to the concept of beauty. The TVC to promote their crème and moisturizer starts off with someone applying lotion on their hands. But the surprise comes when instead of a fairer than milk and lighter than a straw model; it is Bharti Singh promoting the product. Popularly known as the Comedy Queen in India, Bharti seems like a dubious choice for a skin product.
Giving a voice to our questions, Bharti talks about how she has turned the weight-related insults into her achievements. Once gaining popularity, she is laden with compliments about being smart and funny. Yet one word seems to always elude her-beautiful. With confidence she says that she has always been beautiful, it is only society’s perceptions that most probably changed.
Aiming to revamp their image, the personal care brand from Ratnasagar Herbals came up with the concept of Beautiful by nature. Rather than promoting time-tested notions of beauty, Joy markets its product by telling women that they are already beautiful. It is just about maintaining it with their skin care product.
The beauty lies in the eyes of the consumer?
The natural beauty trope of Joy reminds the viewer about Dove’s noteworthy campaign regarding the concept of real beauty. The ad showcased women of different skin tone, size, and features. In addition to starting a conversation regarding ideals of beauty, it also made people realize the truth in the concept of beauty lying in the eyes of the beholder.
A skin care product, the ad made by Joy is applaudable in its boldness to cast a face that is not considered stereotypically beautiful. Furthermore, a popular face combined with a positive message should go a long way in promoting the product amongst women who are constantly looking for more representation.