Realistic skin vs. flawless skin : an investigation of the appeal of retouch-free advertising among Asian women

Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Considering the emerging trend of featuring "bare skin" in advertising, female consumers’ beliefs about ideal beauty (i.e., the skin ideal in this study) and the use of retouching can be remolded. Guided by the overarching corporate moral responsibility conceptual framework, this study conducted an online experiment to assess the effects of ad retouching and disclaimers on advertising effectiveness. The results revealed that Chinese female consumers’ preference for flawless skin still drives purchase intentions toward a skincare brand. However, when an ad employed a retouch-free disclaimer, participants who saw an ad depicting a model with realistic skin indicated higher ad honesty than those who saw an ad depicting a model with flawless skin. This study’s findings provide theoretical and practical insights into how brands can better appeal to contemporary Chinese female consumers. Keywords: corporate moral responsibility, disclaimer, retouching, ideal beauty, consumer behaviorMaster of Communication Studie