Ok guys, I am in a great moment of crisis… I need a new mascara but I cannot make a choice!! I was peacefully looking at the television when a spot on L’Oréal “Faux cils papillon sculpt” mascara came up. I was like “OH MY GOD! I need it! Have you seen those eyelashes?”. But then the drama happened. Another L’Oréal ad came up preaching the benefits of their “Volume Million de Cils Féline” mascara. [1] And I could not make a choice. Both of them had an incredible brush that would give you an intense volume and a perfect definition of your eyelashes.

The question I am asking you today is: how are we supposed to make a choice when mascara brands are not terribly differentiated? Indeed, if you have a closer look at cosmetics advertising, you realized that they all advocate the same characteristics for their products. And this does not only concern mascaras. It applies to skincare products, from anti-spot to anti-wrinkle creams. They always make you, by magic, a certain percentage younger.

But the cherry on the cake is that their advertisings do not convince us at all. I do not know about you but I feel like they are definitely making a fool of me. Do they really expect us to believe that they do not use false eyelashes to promote their mascaras? L’Oréal got caught for “forgetting to precise” that Penelope Cruz was wearing false eyelashes. [2] Well, strangely, this is not something I would have forgotten to tell. And even if their ambassadors are not wearing false eyelashes, they must have spent approximately 8 hours to apply a sufficient amount of mascara to get this result, that is to say probably 25 layers of mascara.

Same thing for skincare products: from anti-spot cream with models that have not even the smallest tiny spot on their skin to anti-wrinkle cream presented by almost teenagers! How did they expect us to be convinced by this type of arguments? How could we be possibly convinced by the efficiency of a product when someone who obviously does not need this product demonstrates it?

And then, I discovered Benefit. It kind of disrupted the standards of the market set by the leaders, such as L’Oréal, with their mascara advertisement. First, the name itself of the product is accurate: “They’re real”. [3] Well, I guess it could not have been more welcomed by customers. And its advertisements (“Real men don’t fake it” and “Real women don’t fake it”) are really smart: they chose not to focus on the characteristics of the product itself, just on the way they would promote it. They do not talk about the incredible brush or a potential new technology of this mascara, they simply show you how simple and natural it is. It is funny, it is young, it is simple. It might be daring but at least IT IS DIFFERENT. Just have a look at it: you won’t be disappointed!

Your devoted lipstick lover, Clémence.


[1] L’Oréal website (2016). Vu à la TV. ONLINE. Available at: Last accessed: 22 Nov’16

[2] Anonymous (2007). Des faux-cils dans une pub pour un mascara de L’Oréal. ONLINE. Available at: Last accessed: 22 Nov’16

[3] Anonymous (2013). Benefit crée le buzz avec une seconde pub choc pour le mascara They’re Real. ONLINE. Available at: Last accessed: 22 Nov’16

Featured image:
The Beautyst website (2013). La première boutique Benefit Cosmetics ouvre ses portes à Paris. ONLINE.Available at: Last accessed: 22 Nov’16

Image 1:
Bourjois website (2016). Mascara volume fast & perfect. ONLINE. Available at: Last accessed: 22 Nov’16

Image 2:
Newman, A. (2013). Pour vendre ses mascaras, L’Oréal met de faux-cils à ses mannequins. ONLINE. Available at: Last accessed: 22 Nov’16

Image 3:
Anonymous (2011). Club des lectrices, ne ratez pas le prochain test! ONLINE. Available at: Last accessed: 22 Nov’16

Image 4:
Anonymous (2010). Kajol’s ads for Olay. ONLINE. Available at: Last accessed: 22 Nov’16






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