Law firm Freeths explores the do’s and don’ts of using filters in beauty product promotions, the importance of transparency and what information is legal to collect
Everything you need to know about using beauty filters in product promotions
Beauty tech is currently hitting the ‘sweet spot’ for easy online sales, with many brands embracing new technology such as virtual make-up tools.
This is where consumers can digitally try-on lipstick, use foundation finders to build a custom shade and even speak with virtual make-up artists.
Although these tools are convenient, easy to use and a mess-free way of exploring different looks – and it seems the sales are flooding in as a result – can these methods be trusted?
Companies will face scrutiny... over falsely flattering campaigns, which is why highlighting when filters have been used in product promotion is a step in the right direction
Savvy consumers are starting to question how true the looks provided by virtual tools actually are, with the likelihood being that the image may have been ‘enhanced’.
In February 2021, the Advertising Standards Authority (ASA) ruled that filters used in adverts should not mislead consumers about the effect of products.
So, brands and influencers can use filters when promoting products, but they must be careful when doing so.
Consumers are starting to question whether virtual looks are being enhanced
As the use of beauty tech becomes more prevalent, companies will face scrutiny from consumers over falsely flattering campaigns, which is why highlighting when filters have been used in product promotion is a step in the right direction.
One of the ways to achieve this is by being transparent in the advertising and promotion of your products.
An unlikely ally in your armoury to achieve this goal is the data you collect, and the disclosures you give in relation to it.
Consumers are increasingly sceptical about the use of their information
Harnessing the power of your data and adopting a conscious approach to treating this information more ethically will win consumer trust and loyalty.
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