Sanex is pleased to have accepted the ruling from the Advertising Standards Authority (ASA). The council singled out their own recent ad campaign for the promotion of these harmful racial stereotypes. During PRIDE month in June, the ad ran on television screens across the country and featured models with dark skin. It sought to convey the brand’s deep dedication to moisture.
The now-pulled advertisement showed a model in a dark skin tone. As they smoothed their skin, large, iridescent paint-like stripes patterning in bright orange sprouted up with every glimmer of their fingertips. A second model with darker skin effectively represented the uncomfortable feeling of itchiness. That feeling was dramatically illustrated when she dug her nails into the upper thigh of her otherwise beautiful skin. While Sanex wanted the outcome realized to be aimed at the feeling of dryness, not targeting a certain condition,
In response to the complaint, Sanex defended its advertisement by arguing its goal was to express the feeling of dry skin. The brand went on to clarify that the models’ skin tone was never meant to be the focal point. The company stated, “Our advert was intended to highlight how our Skin Therapy range supports healthy skin across a variety of skin types.”
Despite Sanex’s intentions, the ASA raised concerns about the implications of the ad’s content. The council added, the depiction of the woman may be seen as implying that white skin is better than black skin. In response, the ASA are keen to ensure that ads do not seriously offend on the basis of race.
In response to the ruling, Sanex stated, “We take note of the ASA Council’s ruling,” indicating their willingness to reflect on the feedback provided. Its mission is to improve skin health around the world. Most strikingly, you can see this mission tangibly demonstrated in their communications and marketing plan. “At Sanex, our mission is to champion skin health for all,” they stated.
The ad featured a tagline that read, “Relief could be as simple as a shower,” and included a voiceover that addressed those who might experience persistent itching, saying, “To those who might scratch day and night.” All of these elements were meant to underscore Sanex’s positioning as a brand committed to delivering solutions to people with irritated skin.
The conversation about representation in advertising is ongoing and ever-changing. Sanex’s experience demonstrates the importance of practicing sensitivity and awareness in marketing efforts. The ASA’s ruling sets a precedent for the accountability that businesses and brands should have to accurately portray all skin types including conditions such as eczema.