Beyond the clear skin ideal: how a model’s facial skin appearance influences consumer attention to cosmetic advertising and brand attitude

Cosmetic brands have traditionally featured models with flawless, clear skin in their advertising. However, a recent trend has emerged where brands showcase models with facial skin imperfections, raising questions about the effectiveness of this approach. To address this gap, this research conducts an online experiment (n = 235) and an eye-tracking experiment (n = 116) to assess brand attitude and visual attention. Drawing on Self-Congruity Theory, we propose that models with visible acne in cosmetic advertising increase self-brand congruity differently depending on individuals’ acne-related psychosocial impact. Results revealed that self-brand congruity is more negative among consumers who do not relate to acne problems, which negatively affects brand attitude. Nevertheless, featuring a model with visible acne tends to increase ad noticeability, emotional arousal, and interest for the ad. These findings highlight the strategic value of atypical visual cues in cosmetic advertising and the psychological mechanisms behind responses to nontraditional beauty portrayals.