Skincare brand releases ad campaign that features models with eczema and psoriasis

Beauty brands are often slammed for hiding so-called imperfections through airbrushing or selecting models with faces and bodies that fit ideal beauty standards to represent their products in advertising.

Some companies, like Cetraben, are fighting back against these ideals.

The skincare brand has just released a new ad campaign called This Is My Skiin, which has been approved by the British Skin Foundation, and features models with eczema and psoriasis.

According to recent stats, up to 15million people in the UK live with eczema, and 1.8million have psoriasis – but they are rarely, if ever, represented in advertising.

Cetraben has pledged to only use models with these conditions as well as dry skin in order to normalise the visibility of these skin problems in mainstream media – and claim to be the first brand to do so in the UK.

The photos, taken by photographer Emma Croman, will be made available in the British-American image gallery known as Getty Images, with the hope that this will see them used widely online.

‘I’ve had eczema my whole life and it can be far more debilitating than people think – both physically and mentally,’ said 27-year-old Amy Tuck from Leamington-Spa, who is one of the models in Cetraben’s campaign.

‘Therefore, I hope this campaign will help people come to terms with their skin condition.

‘Yes, eczema is part of my life and yes, it does have a big impact, but it doesn’t define me as a person. Having a skin condition is completely normal. It sucks at times, but you can still live your life.

‘We all know there isn’t a cure for eczema.