Aspirational marketing will always exist – and personally, I like it that way

A beauty campaign featuring “real skin” photographed by Mette Kortelainen.
CVS Pharmacy in the US did it. Cult Beauty in the UK also did it. Dove has championed it for years. Many big brands now stand behind using real skin in their advertising campaigns. Yes, it’s heartening to see brands stepping up and challenging the beauty industry’s status quo, and it’s a positive step towards promoting inclusivity and diversity in advertising. But what exactly does ‘real skin’ mean? And how are brands striking a balance between what is perceived as real and

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