Another day, another creepy ad.
L'Oreal Elvive Hair Fall Resist released advertisements in March that feature women being hanged (yes, hanged) by a strand of their hair while passively posing as they dangle in the air.
The message intended is that the single thread of hair is supposed to be strong enough to hold a woman's weight (who, by the way, is quite thin) but the ad comes off as weird and yep, totally sexist.
Not only does the hair strand give the impression of a noose, but one of the models sports a blank stare and limp legs as if she were dead. (But she has shiny, straight hair, so she looks fabulous! Said no one, ever.)
Also, no woman is light enough to be held by a strand of hair, not even models!
Of course, this isn't the first time the fashion and beauty industry has used violence against women to sell products. Miley Cyrus' Spring/Summer 2014 Marc Jacobs ads featured a "dead woman" and last year Vice magazine published a photo shoot of women killing themselves. "America's Next Top Model" has also garnered controversy thanks to violent photo shoots that had models pose inside coffins and as mutilated corpses.
"There's a reason these images proliferate," said the Guardian on how dead women have become a fashion trend. "If the sexualised stereotype of a woman in our culture is passive and vulnerable, the advertising industry has worked out that, taken to its logical conclusion, there is nothing more alluring than a dead girl."
Let's hope this trend ends soon.
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