Aging is practically a sin in America – or at least, looking like you’ve aged can be. The anti-aging industry yields roughly $20 billion annually in the U.S. alone. [1] So if they haven’t made you feel ugly yet, just give it time.

“Fight Ageing.” (sic – alternate spelling)

WHAT IT’S SELLING: Anti-aging cream (Bahrain)

WHAT IT’S SAYING: Gear up for battle to save your youth.

Who is she fighting, other than herself? It’s interesting that a twenty-something woman is promoting “Minus 10,” a cream that supposedly sheds 10 years off your appearance. Is she trying to look 12?

“Fights against 7 signs of aging.”

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Wrinkle cream is a powerful weapon.

Olay takes the combative approach as well, but instead focuses on the product itself as a weapon. The bottles are lined up like artillery, aimed and ready to fire. It’s simple and strong, but this image perpetuates the idea that aging is your enemy.

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Pause the aging process.

Time passes, and everyone grows older. Nivea doesn’t recommend doing anything else to pause time other than smearing some cream on your face. It’s as if factors like diet, exercise, drug/alcohol consumption, stress levels, etc, play no part in your health or appearance.

Attractive? / Attractive.
“Beautiful” / Beautiful.

WHAT IT’S SELLING: Wrinkle removal (Russia)

WHAT IT’S SAYING: Even a few fine lines can make you ugly.

The “wrinkles” in question just look like facial expression lines. So, unless your face is completely smooth and motionless, you’re unattractive? This is how a generation of botoxed baby boomers was born.

“Damn, she fine.”

WHAT IT’S SELLING: Incognito clothing

WHAT IT’S SAYING: Hotness is a brief stage you go through when you’re young.

She’s just out of puberty, but not yet an adult. That stage of her life, according to this campaign, is the only time a woman is really attractive or relevant.

“For a wonderful life.”

WHAT IT’S SELLING: Beauty products (Europe)

WHAT IT’S SAYING: Your life will be wonderful if you never appear to age.

Tying in with the previous image from Incognito clothing, Harvey Nichols proposes that the only way to stay attractive (thus, happy) is to physically stay young. This lie is a big reason why some women dread birthdays, feeling threatened by impending irrelevance.

WHAT IT’S SELLING: Anti-aging cream (Romania)

WHAT IT’S SAYING: Run from the older, uglier you!

Gerovital’s ad illustrates very literally the idea of running from the aging process. Should people really feel this fearful, and spend this much time and energy, trying to avoid the inevitable? Besides, this woman’s older self is still very beautiful!

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: You don’t have to grow up.

Turns out Peter Pan’s secret was just lotion. By featuring characters from a fairy tale, this ad intentionally sells a fantasy. For Peter, it was the promise of never having to face adulthood, maintaining childlike innocence forever. For some consumers, it’s likely they also want to stay youthful or relive their younger years, and looking younger is a way to pursue that fantasy.

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: She might still be a witch, but at least she’s prettier.

Transforming an ugly old witch seems like a logical, even creative choice, considering the product they’re trying to sell. But she’s still an evil character, who just has fewer wrinkles. Does this imply that nothing else matters, as long as you’re beautiful?

WHAT IT’S SELLING: Furniture (Europe)

WHAT IT’S SAYING: A good night’s sleep will help you feel better and look younger.

Getting enough sleep is important, and both people look better (and appear to feel better) after hypothetically using IKEA mattresses. But how come the ad with a man appeals to him feeling better, and the ad with a woman appeals to her looking better? IKEA seems to have chosen our priorities for us, based solely on gender.

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Look 50 years younger in only 1 hour!

Results very not typical. Why doesn’t the asterisk just come out and say “*This was photoshopped. Good luck with being old.”

“Age-defying jewelry.”

WHAT IT’S SELLING: Jewelry

WHAT IT’S SAYING: Look young again! Very young.

Shiny rocks definitely don’t have that effect. And who wants to look like a toddler again anyway?

WHAT IT’S SELLING: Botox

WHAT IT’S SAYING: Do you feel like a wrinkly old dog? Let us take care of that.

Babies and puppies really can sell anything.

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Defy gravity.

A “14 day intervention kit for firmer looking cheeks”? That’s a very specific product you’ve created, Olay. For some reason, everyone wants to defeat (or at least control) naturally occurring processes. Time, age, and now gravity, are all under attack, deemed forces “to be reckoned with.” The illusion of power is comical. Nothing can defy gravity.

“Correct your age.”

WHAT IT’S SELLING: Olay products

WHAT IT’S SAYING: No matter how old you are, it’s always too old.

You’re 38? No, you should be 33. 48? Cut that down to 42. By telling you to “correct your age,” Olay already assumes there’s something wrong with you: you’ve been alive too long. These ads define the passage of time as an unfortunate error that needs fixing.

“Hide your age.”

WHAT IT’S SELLING: Olay products

WHAT IT’S SAYING: Age is a number you should feel ashamed of.

If you’ve made it to 40, shame on you! The only way to feel good about yourself at this point, is to hide that number as best as you can.

WHAT IT’S SELLING: Kaya Skin Clinic procedures (Dubai)

WHAT IT’S SAYING: Slow down gravity.

It’s simple and clever, but again, physically impossible.

“Keeps your skin young.”

WHAT IT’S SELLING: Anti-aging cream (Europe)

WHAT IT’S SAYING: You have to stop time before it ruins you.

Clocks in anti-aging ads are clichéd, but they continue to be used ad nauseam. Pretty much every ad like this features either (a) a literal stopping of time, or (b) a literal reversal of time. Maybe the images are effective, but it’s more likely just a lack of creativity on the ad agencies’ part.

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: He’ll grow older, but you’ll stay the same.

She does look the same – exactly the same, because they photoshopped one image of her head onto all the pictures. Granted, they might have wanted the photo editing to look obvious, to serve the message that you will literally stay unchanged over time. But this kind of advertising exacerbates the double standard that it’s perfectly fine for men to visibly age, but unacceptable for women to do so.

Many campaigns exploit insecurities for a profit, and age-defying ads are some of the worst offenders. Everyone gets older, but if they’re taught to feel ashamed of this process, they’ll probably try to fight it. In this way, ads can spread a sickness just to sell you the cure.

“The woman on p. 194″ caused quite an upset last month. Lizzie Miller, who appeared in the August issue of Glamour magazine, is a 20-year-old model, an athlete and a dancer. After flipping through 193 pages of skin and bones, this confident image overwhelmed and excited readers, prompting a landslide of fan response.

Cindi Leive, editor of the magazine, said “the letters blew me away: ‘the most amazing photograph I’ve ever seen in any women’s magazine,’ wrote one reader in Pavo, Georgia. From another in Somerset, Massachusetts: ‘This beautiful woman has a real stomach and did I even see a few stretch marks? This is how my belly looks after giving birth to my two amazing kids! This photo made me want to shout from the rooftops.’ The emails were filled with such joy.” [1]

Critics of plus-sized models have adjusted their eyes to see size zero as standard. They may warn against the dangers of excess weight, and associate curves with laziness or compulsive overeating. But featuring women like Lizzie Miller (and hopefully, one day, removing that label “plus-size” from sizes 8-12) is hardly advocating obesity. It’s promoting the acceptance of natural bodies and fostering a positive self-image in models and readers alike.

Former runway model Alexandra Michael spoke on the Today show about struggling to meet the industry’s ideal size of 0-2. She did drop to the goal weight, but her hair fell out in clumps and she lost her period for over a year. Even then, some designers still said she was too fat. (See Too Fat To Model?) What can be sane about a culture where “healthy” is synonymous with “overweight”?

Here we celebrate the real women who’ve built successful careers in fashion, and still get to eat lunch, too!

Crystal Renn began her modeling career at age 14, and was told to drop 50 pounds – almost a third of her body weight. She did, and suffered a health crisis as a result. She regained the weight and emerged as a plus-size model, enjoying much more success than she did as a teen.

Her autobiography, Hungry: A Young Model’s Story of Appetite, Ambition, and the Ultimate Embrace of Curves, is an “uplifting memoir with a universal message about body image, beauty, and self-confidence.” [2] [3]

Johanna Dray has appeared in the pages of French Vogue, Elle France, and Gala magazines. She is also the first plus-sized model in Europe to launch a plus-sized clothing line, named Tendances en Clair Par Johanna Dray. [4]

Kate Dillon, one of People’s 50 Most Beautiful People of 2000, grew up with the nickname “Overweight Kate.” She soon developed an eating disorder, started smoking two packs of cigarettes a day, and joined Elite modeling agency in 1991. Not unlike Crystal Renn, Dillon’s health suffered severely, and she decided to regain the weight. Now she is one of the most successful plus-sized models in America, as well as a national spokesperson for eating disorder awareness, and the founder of Echo, a nonprofit organization benefiting art programs for children. [5]

Charlotte Coyle hails from Northern Ireland and launched her career in the United States. In addition to modeling, she hosted the UK reality show Fat Beauty Contest. [4]

Amy Lemons, with a waist size of 6-8, just barely fits the plus-sized model category. Born and raised in Virginia, she now has international name recognition, appearing in German Marie Claire, Vogue Italia, Vogue UK, and Elle Portugal, among others. [6]

Ashley Graham has been a very active spokesperson for young, plus-sized models. She’s appeared on MTV’s Made (Season 8, Ep. 9) “Plus-Size Model,” in which she mentors a young girl looking to pursue a career in fashion. Graham also participated in Canada’s reality show Plus Size Model Search in the fall of 2008, guiding contestants on the catwalk. [7] [8]

Mia Tyler is the daughter of Aerosmith frontman Steven Tyler, and half-sister of actress Liv Tyler. Tattooed and edgy, she’s particularly popular with companies “seeking to associate themselves with her rock n’ roll lifestyle and aesthetic.” [4]

Toccara Jones made a name for herself on the third cycle of America’s Next Top Model. Even though she didn’t win, she continues to build a successful career in both commercial and high fashion work. She’s become a sex symbol in the African American community, and speaks openly in interviews about self-esteem and body image. [4]

Natalie Wakeling is one of the most recognizable Australian plus-sized models. After Australian Cosmopolitan instated a policy of using models over an Australian size 12, they chose Wakeling as the first example. She has since gone on to create a plus-sized denim line called Embody Denim, and is an ambassador for the Eating Disorders Foundation of NSW. [4]

Chloe Marshall was the winner of British beauty pageant Miss Surrey, and was runner-up in Miss England 2008. She became the first plus-sized woman to enter the finals of the Miss England pageant. Her career in pageantry has launched a plus-sized modeling career for the 18-year-old. [9]

Barbara Brickner was discovered as a model when she entered a singing contest in Seattle, WA. At first she was offended when asked if she’d be interested in “large size modeling,” but soon changed her mind when she saw the beautiful women considered “plus-sized” by the fashion industry. Now she mentors newer models, fearful of the plus-sized label. “I always say to the newer girls, ‘do not change who you are or your size for ANY client! The jobs will come to you – be healthy and be true to yourself – no matter what.’” [10]

Natalie Laughlin is nicknamed “the Cindy Crawford of plus-sizes.” She was born in Trinidad, of English and French descent, and grew up in Miami. She earned a Bachelors of Fine Arts in Acting at NYU before signing with Ford models. Now very popular, especially abroad, Laughlin receives catalogue work as well as high fashion editorials. [11]

Whitney Thompson was the first plus-sized model to win America’s Next Top Model. The former student from Atlantic Beach, Florida, is now represented by Elite Models, and won a $100,000 contract with CoverGirl cosmetics. [12]

Queen Latifah released her first rap single at 17, emerging as “hip-hop’s renaissance feminist”. She went on to become a very successful actress, a well-known plus-size model, and the creator of both the CoverGirl cosmetics line Queen, and the perfume Queen by Queen Latifah. She “transcends age, ethnicity and size as Hollywood’s most beautiful Everywoman”. [13]

Sources:
[1] “Glamour Shocks Readers By Featuring Plus-Size Model’s Belly” (Margaret) Jezebel.com. August 20, 2009
[2] Authors Biography: Crystal Renn // Simon & Schuster Publishing
[3] Crystal Renn Mini Biography // FamousWhy.com
[4] Notable Plus-Size Models, Other Regions // Wapedia Wiki
[5] Kate Dillon: Model – People’s 50 Most Beautiful People, 2000
[6] FMD Model Profile:  Amy Lemons
[7] MTV Made: Season 8, Episode 9 – Plus-Size Model
[8] Canada’s Plus Size Model Search
[9] Chloe Marshall Official Website
[10] PlusModels: Interview with Barbara Brickner
[11] Natalie Laughlin Official Site: Biography
[12] CWTV – America’s Next Top Model, Cycle 10: Whitney Thompson
[13] People Magazine: Profile – Queen Latifah

Thanks to photoshop, the critical standard at which we judge beauty has become increasingly unrealistic.

[1]

Jessica Alba

Repositioned her head, eyes, and hair strands,
Thinned waist, thighs and knees,
Raised and enhanced chest/cleavage.

[2]

Penelope Cruz

De-frizzed and repositioned hair strands,
Lowered neckline, enhanced cleavage,
Thinned rib cage, softened collar bone,
Removed wrinkles around eyes and mouth.

[3]

Keira Knightley

Enlarged chest,
Added volume to hair,
Softened eyes and eye brows.

[2]

Kelly Clarkson

Thinned face and jawline,
Thinned stomach, thighs and behind,
Minimized shoulder.

[2]

Brittany Murphy

Removed lower eye lids,
Smoothed and softened skin tone,
Minimized shadows, brightened eyes and hair color.

[4]

Kim Kardashian

Removed cellulite and veins in legs,
Thinned waist/stomach,
Smoothed hairline and elbow.

[5]

Serena Williams

Removed circles under eyes, removed mole on shoulder,
Flattened stomach, smoothed back and thighs,
Darkened eye brows, lightened hair roots.

[6]

Faith Hill

Removed lower eye lids, softened lines around mouth,
Minimized her arm, back and collar bone,
Thinned thighs and waist.

[2]

Nicollette Sheridan

Removed bags from under eyes,
Removed wrinkles from eyes, mouth, neck and hands.

[2]

Eva Longoria

Removed dark circles under eyes, removed blemish on cheek,
Thinned waist, made shirt more transparent,
Enlarged arm, thighs and behind,
Enhanced eyes and hair color.

[2]

Mena Suvari

Removed acne from forehead,
Evened skin tone, brightened eye color.

[7]

Madonna

Removed bags from under eyes,
Removed wrinkles,
Brightened eyes, hair, and skin tone.

[8]

Britney Spears

Enlarged/ repositioned head, hair and necklace,
Enlarged/ raised contrast on eyes and mouth,
Removed minor wrinkles from eyes, mouth and neck,
Brightened eyes, hair, and skin tone.

[9] [10]

Clive Owen (Lancome Men’s Perfume Ad, and Lancome Men’s Anti-Aging Cream Ad)

Softened lower eye lids,
Removed wrinkles from eyes, forehead and mouth,
Smoothed skin tone.

[2]

Tyra Banks

Removed lower eye lids, removed fine hairs on upper lip,
Enhanced eye color, whitened teeth,
De-frizzed and repositioned hair strands.

[11]

Mariah Carey (on set for photo shoot, and final published photo)

Smoothed and thinned stomach, shrunk belly button,
Raised chest, altered swimsuit top,
Evened skin tone, removed tan lines.

[12]

Rachel Weisz

Raised head, lightened facial features,
Thinned arms, knees and calves.

[13]

Jonathan Rhys Meyers

Removed dark circles from under eyes,
Brightened eyes and evened out skin tone.

[14]

Justin Timberlake

Removed dark circles from under eyes,
Removed shine and creases from forehead,
Brightened eyes and hair color, smoothed skin tone.

[14]

Cameron Diaz

Made breasts more symmetrical,
Softened hip bones, smoothed skin tone,
Brightened eyes and hair color.

[2]

Beyonce

Thinned stomach, hips, and calf muscle,
Removed bags from under eyes, repositioned eye lids,
Defrizzed and repositioned hair strands.

[15]

Heidi Klum & Cast of Project Runway, Season 1

Cast Members:
Moved Wendy Pepper’s head up and to the right, (possibly a position taken from another photo.)

Heidi:
Thinned waist and hips,
Raised and enhanced chest/cleavage,
Removed veins and ankle bone from foot.

Sources:

[1] “Jessica Alba: Latest Photoshop Victim” Socialite Life Blog. December 8, 2008

[2] “Celebrities Before and After Photoshop” Hemmy Galleries

[3] “Keira Knightley Bazoomed for King Arthur Promotion” Gawker.com, July 8, 2004

[4] “Kim Kardashian on retouched Complex magazine photos: Yup – I have cellulite!” (Korin Miller) Daily News. March 26, 2009

[5] “Celebrities Without Photoshop” CrazyGossip Blog. December 23, 2006

[6] Photo Tampering Throughout History // Dartmouth Study

[7] “Before and After?: Photoshop is Madonna’s Best Frenemy” (Michelle Collins) VH1 Best Week Ever. March 27, 2009

[8] “Britney Spears With and Without Photoshop” Team Sugar Blog. May 30, 2007

[9] “Love it or Hate it? Clive Owen for Lancome Hypnose for Men” Team Sugar Blog. October 20, 2007

[10] “What Did Lancome Do to Clive Owen’s Face?” Back in Skinny Jeans Blog. April 4, 2008

[11] “Mariah Carey in a Bikini: Before and After Photoshop” Current.com Clipper, July 4, 2008

[12] “Celebrity Photoshop Before and Afters” TopSocialite.com, February 8, 2008

[13] “iWanex Studio: Professional Photo Retouching Services” Online Portfolio

[14] “Photo Perfect or Photoshop? Celebrity Tricks Revealed” Mocha City. September 2, 2007

[15] Project Runway Retouched Promo // Brian Dilg Photography