Page 8 - CTPA Annual Report 2011

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Review of the Year
Self-esteem and Responsible Advertising
In addition to its regulatory and technical roles, including
representing our industry’s views to government and
opinion formers, the CTPA has an active communications
programme. Starting from the position that there was no
accepted central source of information about the cosmetics
industry for the general public and media, the CTPA Board
set us the ambition to be “the authoritative public voice of a
vibrant and responsible industry”. The Board had recognised
that, in order to address the collective challenges facing us,
such a public voice was essential.
After running a structured programme over several years,
we are in a position where we have constructive relations
with journalists, the wider media, other representative
industry organisations and health and charitable bodies,
and have a public website full of useful information about
our industry and its products. We have built a reputation
for giving honest and accurate comment on current issues
and are not afraid to get involved in matters that affect our
industry’s reputation. Recognising the success to date,
the CTPA Board added the additional challenge of being
‘trusted’, applying to both CTPA and the industry itself.
In 2010 we had identified the relatively high volume of
debate about the impact that the industry’s advertising
and marketing techniques were having on people’s
self-esteem and body confidence. To address this in 2011,
a dedicated strand of activity sought to improve
understanding of how the cosmetics industry is perceived
within the Body Confidence debate and to promote the
positive contribution of its products to self-esteem.
One of CTPA’s media panels, Does Beauty Matter?,
was used to better understand the media’s (and therefore
consumers’) perceptions of the broader body confidence
debate and the cosmetic industry’s role within it.
Lucy Beresford, a writer, UKCP registered psychotherapist
and media commentator who writes about human
psychology and mental health and Dr Alex Clarke, the head
of the psychology department within the Royal Free Hospital
Department of Plastic and Reconstructive Surgery, provided
an interesting and credible catalyst to debate.
Zoe Williams, the third speaker, provided a moving personal
perspective on the importance of body confidence on
self-esteem, having experienced the benefits of the
Look Good, Feel Better programme while undergoing cancer
treatment several years previously. The insights from the
event informed the tone and content of the CTPA’s
communications approach for the future.
In May, CTPA Chairman Andrew McCarthy and CTPA
Director-General Chris Flower met Lynne Featherstone,
Government Minister for Equality, to discuss the impact of
the industry on self-esteem. The meeting was resoundingly
positive and the CTPA is now represented at the Minister’s
Roundtable on the issue. This is providing a useful insight
into the panel’s current thinking and the cosmetics industry’s
participation is being viewed positively by the panel.
June saw the publication of The Bailey Report into the
Commercialisation and Sexualisation of Childhood.
The Advertising Standards Authority (ASA) responded
with guidance to tighten up the use of sexually-suggestive
images in outdoor advertising close to churches and schools.