Be honest.
Have you ever let out a wistful sigh while swiping through Instagram filter to erase dark circles, to sharpen jawlines or to add skin glow and thought to yourself "I wish I looked this flawless in real life too"?
You don't have to answer...
But do you know these filters while they can instantly boost your confidence, they can also quietly destroy your self-image?
Google ‘Snapchat Dysmorphia’ (1) if you don't believe me.
It happens when people obsess with looking like their filtered-enhanced Snapchat (or Instagram) selfie avatars in real life. In India (2), plastic surgeons in cities like Mumbai and Delhi say young female clients bring filtered selfies as references for their dream look.
The digital beauty standard, has invaded real life too!
You'll argue, "But, filters are fun!"
Yes, until they become the social comparison trap.
The result?
More self-doubt, less self-love.
Beauty brands are busy cashing in on this filter pandemic. Take Nykaa’s AR Makeup Try-on (3) for example, which the brand calls 'contactless beauty', lets users swipe through endless makeup shades of lipsticks, foundations, and eyeliners to create the perfect digital reflection. Sadly, real beauty cannot compete with that.
But many consumer also crave real beauty for self-expression and socially-conscious brands are taking notice.
Dove's research (4) revealed a disturbing and deeply ingrained societal issue—beauty bias—affecting 80% of Indian teenage girls. In response, the brand launched the ‘Stop The Beauty Test’ (5) campaign to challenge these unfair standards.
Mamaearth, in addition to promoting eco-friendly and sustainable products, is also driving the #NoFilter initiative (6) , reinforcing the idea that authenticity resonates with consumers.
Even Instagram (7) has taken a stand by banning all AR selfie filters that promote or mimic plastic surgery, recognizing their harmful impact on self-image.
These campaigns reflect a significant shift in the beauty industry, where brands have recognised the emotional toll of unrealistic beauty standards. No wonder these campaigns resonated deeply with consumers.
So, where do we go from here?
Beauty filters aren’t your enemy. Enjoy them in moderation. The answer lies somewhere between feeling perpetually anxious to look like your Instagram posts and banishing beauty filters from your life.
But remember—we are part of nature, and just like nature doesn’t need makeup to look beautiful, sometimes the best filter is no filter at all.
Reference
https://cosmeticsbusiness.com/-snapchat-dysmorphia-is-the-beauty-social-media-trend-of-2018-that-has-doctors-worried--145860
Shome, D., Vadera, S., Male, S. R., & Kapoor, R. (2020). Does taking selfies lead to increased desire to undergo cosmetic surgery. Journal of cosmetic dermatology, 19(8), 2025-2032.
https://www.nykaa.com/beauty-blog/is-contactless-beauty-the-future/
https://www.dove-india.com/pages/stop_the_beauty_test?srsltid=AfmBOoredON9ByLLSd4DqMs1GCcQj9myEAIX4wZ1rZa2OVdx3xQV7_Rg&ut
https://www.bwmarketingworld.com/article/dove-urges-to-stopthebeautytest-448430
https://www.vogue.in/story/its-time-to-know-a-thing-or-two-about-the-real-meaning-of-beauty-through-mamaearths-beautiful-indeed-campaign/?
https://www.allure.com/story/instagram-plastic-surgery-filters-why-ban?