And although we’ve historically had the likes of Halle Berry for Revlon, Aishwarya Rai and Beyonce for L’oreal and famously Naomi Campbell on the catwalks, these beauties still appear to be the exceptions, rather than the norm in the industry.
|The beautiful Aishwarya Rai|
MAC and Bobbi Brown were the industry trail-blazers having led the diversity celebration by using ethnic models to promote their collections years before it was in vogue but it seems this year, a whole bunch of other beauty houses are joining this bandwagon.
|MAC's 2010 All Age, All Races, All Sexes collection|
With a growing non-western market to capture, we heard earlier in the year Estee Lauder announce their Three Graces, the new brand ambassadors in Puerto Rican-born Joan Smalls, Chinese model Liu Wen and archetypal French beauty Constance Jablonski.
|Estee Lauder's Three Graces for 2011|
But now it seems that ethnicity and races isn’t enough of a marketing tool and shock value needs to be added in new campaigns.
This was led by L’oreal announcing that para-athlete Aimee Mullins who lost both legs due to a medical condition at childbirth as the new face of L’Oreal Paris.
|Gorgeous Aimee Mullins with her prosthetic legs|
Then last month, it was announced that Clarins owned fragrance house Thierry Mugler has south African para-olympian Oscar Pistorius (who also wears prosthetic legs) is fronting the ad campaign for the latest scent: A*Men.
|Oscar Pistorius for Thierry Mugler's A*Men|
So do you think the latest campaigns are heralding a change in conventional beauty ideals and truly embracing diversity or just shrew business decision to shock and entertain (and be politically correct)?