Sexy, sexy no longer attracts Chinese people to buy

When beauty standards change, the image of 3 standard measurements that often appear in the media is no longer considered by women as a ‘perfect body’ as before.
Image of sexy women, hot body is no longer a factor to attract female customers in China, according to Jing Daily.

In the past, this glamorous style was often used in commercial campaigns, to promote sales. An analysis by the Geena Davis Institute on Gender in Media found that female models are four times more likely to appear in revealing clothing than male models. “Perfect body” no longer refers to hot models, 3 rounds of standard when many people’s conception of beauty has changed. Photo: Jing Daily. A good example is the lingerie brand Victoria’s Secret. In the past, Victoria’s Secret products were targeted at certain customers, so they did not adjust or add large sizes – that is, the universal women’s sizes. To protest, many groups of women with typical European and American physiques once protested in front of the brand’s store. The response shows that the opinion of the majority is changing, forcing brands to no longer label “perfect bodies” with only those with slim, slim bodies. Earlier this month, a short film from cosmetic company SK-II was released, showing swimmer Liu Xiang – who once entered the world record – facing a sea monster. The image represents the obsession of society in general and women in particular about appearance, rather than what they can do. “Our looks can be judged in a second, but our achievements are what lasts a lifetime,” Liu said in the film. Becoming hot and eye-catching is not a goal many women pursue, so brands also need to change in their customer approach strategies. Photo: VS. According to a YouGov study, 53% of Chinese surveyed in 2021 say they completely agree with the statement “women and men are equal”. In 2015, this rate was 42%. A survey by Ipsos China found that factors such as happiness, dignity, self-confidence and kindness were considered the most important to a woman’s beauty. “Sexy and hot elements are not ranked highly, they are seen as characteristics that make women more attractive,” the report pointed out. The study also revealed that 65% of Chinese respondents consider youthfulness an important factor in enhancing a woman’s beauty. The “No Body is Nobody” advertising campaign celebrates all body shapes and sizes in China. This helps explain the huge growth of the plastic surgery industry in the country. Ironically, young women are the ones who follow this trend most, as they see beauty as a way to boost their careers. According to Deloitte, China’s plastic surgery industry was valued at $27 billion in 2019 and is expected to reach $48 billion by 2023. However, touching cutlery in areas such as buttocks and breasts to look suggestive. Feeling unpopular by going to create double eyelids, making the appearance more youthful. In addition, the growth of the Chinese lingerie market, including wireless bras, also reflects the comfort and beauty factor that comes first. Of course, looks are still important and brands still need to consider the differences between generations. However, brands need to realize that the sexualization of women in media images is not a shortcut to market success.