New
research suggests young women prefer natural images in
advertising
7 December 2011:
Over
three quarters (76%) of young women would prefer models in ads aimed at them to
appear un-airbrushed, according to research published today by advertising think
tank Credos.
The report, Pretty as a Picture – a year’s study into
young women, advertising and airbrushing – also found that over a third (35%) of
young women describe a natural image of a model as ‘beautiful’. The findings
suggest a shift in preference from young female consumers towards a more
‘natural’ beauty.
Karen
Fraser, Director of Credos,
said, “We discovered that girls and young women have a strong preference for
images which have not been heavily altered, and are in fact less trusting of
brands which use airbrushed pictures. This has important implications for brands
and advertising agencies alike.”
You can read the rest of the press release here, and see the Pretty as a Picture report here.