Gucci’s Latest Ad Campaign Takes A Dig At Conventional Beauty Norms

Gucci’s renowned beauty brand, Gucci Beauty, is back in the market after 5 long years. The brand and its creative director Alessandro Michele hatched an impactful comeback with a 58 piece lipstick collection, spread across three formulations - Rouge à Lèvres’ (satin finish), ‘Rouge à Lèvres Voile’ (sheer finish), and ‘Baume à Lèvres’ (translucent finish).

However, it’s not these lipsticks but the ad-campaign promoting them that has taken Gucci’s market by storm. The ads are built around the concept “Be Bold, Be Bright, Be Beautiful", the focal point being- imperfections are beautiful too! Shot at its quirkiest best by Michael Parr and Chris Simmonds, the campaign features Dani Miller - the lead singer of punk band ‘Surfbort’, in addition to three models - Mae Lapres, Achok Majak and Ellia Sophia Coggins. The video has a vintage aesthetic to it, wherein the models can be seen rollicking to the 1980’s soundtrack “Situation” by Yazoo.

As opposed to contemporary campaigns, where beauty is the selling point, Gucci took a social approach to promote its make-up line, and decided to target the insecurities of its customers. None of the models in the ad have the perfect Hollywood smile, and are seen flaunting the lip shades boldly, despite their contorted teeth. The video captures a series of close-ups of the faces and crooked, hypodontic teeth of the models. The brand wants women to own the make-up they wear, and embrace their flaws.

Gucci got a mixed response across social media. There were some who criticised the campaign blatantly and said its nothing but a publicity gimmick.

@mondse wrote, “If you can afford Gucci, you can afford a dentist.”

@jillvdweijden wrote, “No please brush your teeth before taking a pic..”

Our obsession with the perfect Hollywood smile has made masked beauty the order of the era, leaving no room for imperfections. People in the UK believe that Gucci is promoting bad dental hygiene, as crooked teeth are bad for both cosmetic and medical reasons. The gap between the teeth gives bacteria surplus place to grow. As a result, braces have been made free in the UK, under medical grounds.

However, there are plenty who’re going gaga over the campaign, and its emotional appeal. Women seem to have found a safe space in this realistic and relatable ad campaign. It’s a proven fact that seeing visuals of models who share the same body-type or the same flaws as you can increase self worth.

@oeieae wrote, “Thank you, I was also born without my adult lateral incisors and always felts insecure and ashamed of smiling before I had my surgery. I wish I had seen this ad when I was younger, it’s beautiful and 16 year old me is smiling <3 ”

@hippie.fanatic666 wrote, “I actually prefer seeing this ad to the typical crystal white and symmetrically perfect teeth we see in dental and beauty adverts all the time. It makes me feel like my teeth are okay.”

Coming to think of it, it’s a revolutionary step forward in the world of beauty marketing. Plus-sized models like Tess Holliday and Robyn Lawley are endorsing major international brands, Sharny Kieser fearlessly flaunts her stretch marks, models on wheelchairs are now a part of Milan Fashion week - so what’s wrong with models with crooked teeth? It’s the age of inclusion, so why don’t we just flow with the positivity?

In my opinion, Gucci’s ad campaign was a success, as it created buzz on both sides of the argument. The brands market is in a stir, a stratified discourse has begun, people are discussing dental diversity, imperfections, and most importantly- GUCCI BEAUTY! For a brand thats being relaunched after 2014, it’s a 10/10 campaign for me.