“Cosmetics is no longer cruel to animals. Let’s stop being with people”
The Great Friends Foundationwho works to improve the well -being of the elderly, wants a industry Cosmetics Language of age age. Consider that expressions such as “fighting”, “eliminating” or “reverse” the signs of age promote a cruel story, which stigmatizes aging and damages people’s self -esteem.
To raise awareness, he has launched the campaign “Free age” ‘, designed by independent creative directors Jorge Martínez and Helena March. Presents his message in a spot starring the actress Ana Torrent. From irony, the spot refers to usual expressions of the world of cosmetics to denounce that they encourage discrimination towards age, which is the cause of loneliness and social exclusion among the elderly.
The spot has had production of Rome.
The creative concept of “free age” is articulated around the evolution experienced by the cosmetic industry regarding the use of animals. In 2013 the European Union forbade cosmetics in animals. It is an achievement that, as they point out from the Foundation, the sector celebrates with the seal “Cruelty Free.” However, great friends consider that to really be “free of cruelty” it is necessary to eradicate ageism.
The objective of the campaign, as they express from the foundation in a statement, is to open a debate in society and in the media on the use of age language in the advertising and product labeling. It also claims a more ethical cosmetic and encourages industry “To become aware of its responsibility in the construction of a beauty canon based on the cult of eternal youth”
In this sense, the campaign is addressed to the sector itself and the competent agencies in consumption, public health, social rights and advertising. Urges to boost measures to regulate the use of this language. Great friends seeks a transversal agreement between the different agents and convert Spain into the first country in the world to regulate the use of terms such as ‘anti -aging’ or ‘anti -aging’ in cosmetic advertising.
“Turning Spain into the first country in the world capable of regulating the use of terms such as ‘anti -aging “ anti -aging’ may not solve the problem of age, but it can help rethink the way in which the cosmetic and advertising industry of our country develops a type of communication that must aspire to be more careful, more respectful, and more inclusive “said creative director Jorge Martínez.
The campaign has the support of the Ministry of Social Rights, Consumption and Agenda 2030, and Laconicum, Spanish E-Commerce specialized in the sale of cosmetic products.
“Free age” includes a collection of signatures that aims to collect social support to raise the message to institutions. “We want people to take care of their skin without damaging their mental health or creating more loneliness”; Loles Díaz-Aledo commented, PReside for the Board of Trustees Fundación great friends. “Therefore, to claim companies and government an agreement for a free cosmetic advertising of age, we ask all the citizens to sign this manifesto and join our NGO to claim ‘the right to live age with dignity“
More info.: Free of age
