Advertising is all about glorifying the beautiful and desirable. It is used to sell us things that we probably don’t always need, but still have to have at almost any cost because of that rampant desire that compels. Desire is that age old crux that can start wars as well as inspire creation. Some incredible imagery comes from the minds of advertisers. While the motive is usually capitalistic in nature, the outcome can sometimes be purely divine.
But what if our standard checklist of requirements for something beautiful is destroyed, and convention is thrown out the window? Suddenly the world is a much larger place with so many more selections. It’s like being a kid in a candy store. Everything has beauty in it, but sometimes it can take a while to find. It’s why some artists are more polarizing than others, because they choose to accept the unacceptable (by society’s standards).
Yes, standards. That troublesome word that can stop things from working as they’re meant to. Standards may be lofty, but they can also be narrow-minded and destructive. Because they block the eyes, brain, and soul from having true uninhibited communication.
Clarins Fragrance Group has chosen to throw down the gauntlet to the rest of the world. ““We have come to a time when people must understand that the world is diverse and that there is no such thing as conventional beauty,” Mr. Palix said. “Corporations need to show that diversity is not just an idea, but a reality.”
Frankly, it boggled my mind a little to hear such profound words come from a corporation. And a timely reminder for me that nothing is simply black or white. There are so many shades of gray that need to be investigated to see if more truths like this exist in what I once thought was a barren wasteland. I’m not completely convinced that my take is wrong, but I now have a new respect for one more company. Ok, maybe two since L’Oreal has also created a similar campaign with another paralympian. Yes, I know of many responsible companies that do good for society, but they’re not at the levels of societal impact where these corporations are.
Imperfection usually makes most people squirm. When adversity strikes anyone who was once complete (by visual standards), then our behavior and reactions become modified to address our discomfort with the face-to-face confrontation. Again, standards have warped our sense of right and wrong. But if we hold to the axiom that “you can’t judge a book by its cover”, then suddenly an opportunity to delve deeper to find the hidden treasure is unveiled to us.
Perhaps Mr. Pistorius sums it up best: ““It talks about not conforming to what are believed to be the limits of others, but striving to make the limits of your own,” he said. “That is an analogy I am more comfortable with when it comes to being a superhero.” Pretty and poetic.
Here’s the original NY Times article that inspired this post.
It’s good to know some companies are realizing diversity is a fact, now it would be awesome if others would also care about biodiversity! I’m sorry I didn’t read it earlier, I’ve been quite busy lately and I wanted to have five minutes for myself to be alone with your post 🙂
I know what you mean. But it seems like every little step like this is another win for us all. When I saw this ad and read his story, it made me feel hope all over again that our messages aren’t just being heard.