#TREND: The Face That Sells

Hey everyone!

Wanted to dedicate a short post on this extremely cool interactive research article that is now trending online:

“We took the most frequently featured faces for numerous widely marketed brands and averaged them together…we found somewhat of an interesting general consensus among marketing directors…”

maybelline-augmented-reality

is their a subconscious formula behind choosing models?

This research project compiled and mixed together faces from male and female models from different consumer industries including the beauty industry, automobile industry, and fashion industry. There are some remarkable differences that I did not expect – turns out that just as important as aesthetics is the ability for models to be ‘relatable to consumers’.

Let’s take a look at the average models for Maybelline, L’Oreal, and Dior.

These women are extremely similar with regards to the shape of their eyes and nose, the position and accentuation of their cheekbones, and the fullness of their lips. Average skin color is pale. handwrittendior

Now let’s compare the beauty industry with the food & beverage industry!

Screen Shot 2016-03-31 at 2.26.54 PMScreen Shot 2016-03-31 at 2.27.04 PM

Screen Shot 2016-03-31 at 2.20.12 PM

for comparison, here is Dior’s model

The nose and cheekbone structure is eerily similar, but notice the skin tone difference! Also, the eye size has shrunk and eye color is darker. Isn’t that interesting? Makes me think about the different consumers these brands are catering to, and their socioeconomic background.

As a last note, I want to point out differences between representations of men as well. It was interesting to reflect on the racial differences between Calvin Klein, Nike, and Walmart male models.

Calvin Klein sports your typical European facial structure with a strong, chiseled jawline. Walmart seems to be a chubbier version of Nike.

walmart-credit-card-a-bit-of-a-jam-large-4

from a Walmart Christmas Season Commercial

Please check the page out and do come up with your own conclusions about this – I was shocked at how racial factors varied between brands and industries. Comment below with your thoughts.

I leave you with a quote from Plato – “Beauty is certainly a soft, smooth, slippery thing, and therefore of a nature which easily slips in and permeates our souls.” Interesting to analyze that with our 21st century consumerist viewpoint.

 

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