It’s not often that I’m insulted by advertising. Properly insulted that is, rather than a mere tut at the telly because someone is spouting inane nonsense.
But this week I screeched at the TV in outraged horror. To be fair, it wasn’t the way that the product was being advertised, it was the product itself.
No, that’s not right. It was the product’s name. It’s a step too far and I’m calling on all women, young, old and middle-aged, to say no, clear off, keep your badly-termed nonsense to yourself until you think about what it is you’re saying.
What is the product, you ask? It’s simply a face cream. And there’s nothing wrong with them in the main.
I know we’ve all been told again and again that we should want to look firmer and younger and less wrinkled and all of those things about glowing and inner beauty and no visible pores.
The ‘should’ want to look younger has changed in the past decade or so to ‘need’ to look younger, but my issue isn’t with that either.
In giving the face cream the name that the company has, the ultimate insult to women has been delivered.
It’s called Perfect Blur. Yes ladies, Garnier appears to be advocating that women’s faces need to be blurred. One quick look in the online dictionary tells me that blur means to ‘make or become unclear or less distinct’. Thanks for that Garnier.
And there’s more. ‘A thing that cannot be seen or heard clearly’. Plus smudge, fog, dim, smear, blot, stain, smear, spot, smudge, smirch, taint.
When did we become so unsure of ourselves and how we look that we let marketeers tell us that what we need to be acceptable, in their view of society, is to be blurred? What is wrong with my face that I should smudge my features?
Would you advocate that your daughter blurred her features, or your mother, or your best friend? Please, please do not let the money-makers do this to us, make us feel that we have to become less distinct.
I may not be model material, I may have a few blemishes and greasy zones, but you know what? It’s my skin and I damn well grew it that way.
Garnier, your product’s name is a huge insult to women. Sort it out.