Poreless, flawless . . . and making women feel less. Why you won’t see photoshop smooth skin on this site.
There are some things you will never see in our advertising. You won’t see images of retouched smooth skin or women whose beauty is typified by current trends and standards of what beauty is ‘meant’ to look like.
What you will however see, over time, are images of truly beautiful women whose inner light, inner beauty and essence shine through. This is true beauty and is many times more stunning than skin deep physical beauty.
Photoshoped images adorn just about every ad you will see for cosmetics. By now we are aware of the harm these manipulated images cause, but have we really explored the psychological harm and how it plays out for women practically?
We spoke to Dr Michael Serafin about what it will take for change to take place:
“I feel typical images you see used in cosmetic advertising are harming women on so many levels and this needs to be addressed by the industry. For a start, when women see images of other women in these ads they immediately go into comparison, whether it be conscious or subconscious, and if they judge an image as being more beautiful than themselves they go into feeling a lack of self-worth or self-loathing.”
“These emotions are very harming as not only do they adversely affect your behaviors by eroding your confidence and sense of self-worth and self-love, they also get buried deep in your body, affecting the way you move and feel about yourself, and eventually leading to a range of illnesses and women’s health issues.”
As women, how much do we reinforce this lack of self-worth with the way we use cosmetic products?
“If motivated to use a product because you want to look like the model in the ad, or because you judge you are not beautiful and you want the product to change your appearance ‘for the better’, to be ‘more beautiful’, each time you rub that product on your face you are cementing the lack of self-worth and self-loathing further into your body. Just stop for a moment and deeply feel how damaging this practice is. Most women would do this twice a day, every day, so they are constantly re-enforcing and cementing this lack of self-worth issue upon themselves. These emotions will then continue to control a woman’s behavior and hold her back from expressing all that she truly is.”
From what you are saying it sounds like the quality of how and why you apply the product is just as important as the product you choose to put on your skin?
“Exactly. DermIdenticals takes care of the science of skin care, and does it very well, but it is women who will need to take care of the science of self-love. Promoting this message to women is just as important as letting people know about the product, because without that part the product can only ever work ‘skin deep’. What use is having flawless skin if you don’t deeply cherish and honor yourself?”
“You may be thinking this all sounds quite serious, possibly pessimistic and quite odd for a cosmeceutical website selling face creams, but we care deeply for all women and want to initiate a change in the industry and change in the attitudes women have about themselves and why they use these products.”
Making a routine into a ritual
You often talk about a having a skin love ‘ritual’. What is the difference between a skin care routine and a skin love ritual?
“Well obviously the love is the main difference! But also routines can tend to be something that becomes rehearsed and that we do on autopilot. Slapping on some moisturizer after the shower to make sure you don’t have flaky skin is a skin care routine. Being super-delicate with yourself, sitting down to put on your moisturizer, taking a few moments to appreciate your face and its contours, checking in with how you feel and appreciating you – that would be a skin love ritual. There is something very honoring about a ritual. And all women deserve that level of honoring.”
“Applying a cream to your face twice a day from this perspective is deeply healing and supporting rather than the other approach that is self-sabotaging and damaging. Even just being not present and in a rush is stress inducing. Making stop moments in your day to really nourish and nurture yourself like this can give you a check in point to continually build your self-appreciation. I have seen this with many women who have healed lack of self-worth issues; it comes from a deep appreciation and naturally this then translates to the inner beauty being let out for others to see and celebrate. This is how true beauty develops – it has to come from self-love first.”
“Using these products is obviously a good thing for your skin, but what I would love to see is women using the products from the angle that they are already beautiful just the way they are. Because they are divine in essence and in honor of that beauty they take the time out to care for themselves, to nourish and protect their skin.”