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Recent entertainment critiques reveal a marked shift in societal perspectives, particularly regarding the representation of women’s appearances. A recent sketch on Saturday Night Live, titled “The White Potus,” drew criticism for targeting Aimee Lou Wood, a prominent figure in “White Lotus 3,” by exaggerating her dental features. The backlash was swift, not only because the sketch missed the comedic mark, but also due to its misalignment with the contemporary cultural climate.
Beyond personal experiences with unsolicited commentary on appearance, a broader conversation is taking place about the evolving standards of beauty and authenticity in public spheres. As we move further into 2025, it remains clear that a woman’s appearance is often scrutinized, regardless of her professional accomplishments. This persistent focus can be exhausting.
However, this discussion reveals a pivotal commercial transformation that favors authenticity over the idealized versions of beauty. Leading brands are beginning to embrace this change.
The Smile Economy
Teeth hold significant financial implications, representing a key area in the beauty and wellness industries. The global oral care market exceeded $47 billion in 2023, with projections indicating continual growth through 2030. Importantly, the definition of a “desirable” smile is evolving.
Recent findings published in the journal Trends in Cognitive Sciences indicate that subtle imperfections—such as asymmetrical smiles—are increasingly viewed as more trustworthy and emotionally authentic compared to those that are overly perfect. Although beauty standards are still laden with cultural nuances, there’s an emerging consensus that consumers are increasingly welcoming imperfection.
Real People, Real Results?
Despite this shift, marketing strategies do not yet fully align with the demand for genuine representation. The emphasis on showcasing “real” individuals from diverse backgrounds often devolves into a superficial trend rather than a foundational principle of brand identity.
A 2023 analysis by Creativebrief pointed out that many companies continue to treat authenticity as a mere selling point. Audiences can discern tokenism and tend to respond negatively when brands showcase diverse casting without depth or insightful narratives. For instance, Colgate’s “Smile Is Your Superpower” campaign was lauded for its commitment to authentic, unretouched smiles that spanned various ages and ethnicities. This initiative was not seen as gimmicky but rather as a genuine reflection of humanity, resonating deeply with the audience.
The Trust Premium
In a fragmented advertising landscape, trust has become a critical currency. Inconsistencies can devastate consumer confidence. A retrospective on Dove’s “Real Beauty” campaign highlights this; while it initially broke ground, the subsequent scrutiny over skin-whitening products from the same parent company showcased the dangers of inconsistency. Consumers are becoming increasingly aware and expect genuine commitment from brands.
Companies that regard authenticity as an accessory risk facing significant challenges, especially among younger consumers like Gen Z and Gen Alpha, who inherently understand digital complexities and cultural nuances.
Satire, Safety, and the New Line
The realm of entertainment is also undergoing scrutiny. The aforementioned Saturday Night Live sketch, in mocking Wood, illustrated a trend where visual critique is increasingly unfavored. Wood’s measured response, highlighting the distinction of having “big gap teeth” rather than “bad teeth,” underscored a critical point: modern audiences are not willing to accept visual mockery as comedic commentary, and brands must adapt to this cultural evolution.
The Retail Implications
The fashion and beauty industries face heightened expectations for inclusivity. Today’s consumers are looking for more than just diverse representation on screen; they demand inclusive sizing, accessible store layouts, and authentic brand narratives. Brands like Glossier and Parade are gaining traction precisely because they celebrate individualism and authenticity—something traditional retailers must now recognize to maintain market relevance.
So Where’s the Line?
Embracing authenticity doesn’t necessitate a rejection of professionalism or polish. Instead, it involves normalizing natural variations, such as gaps in smiles and age lines, as standard features rather than anomalies. It calls for investments in narratives that tell real stories rather than fleeting trends.
Moreover, the quest for authenticity transcends mere appearance; it must encompass a holistic representation of human diversity, considering race, gender identity, disabilities, age, neurodiversity, and body types. Brands aspiring to remain relevant must portray a comprehensive view of contemporary life instead of an idealized version, ensuring inclusivity in casting, design, and messaging.
It Starts and Ends with the Consumer
As a consumer and someone deeply engaged in the public discourse, I recognize the importance of representation—not merely for aesthetic reasons but for crucial affirmation.
If consumers cannot see themselves reflected in a brand’s identity, they will feel disconnected. Ultimately, no amount of gloss or polish can compensate for invisibility; it simply does not drive sales.
Source
www.forbes.com