A new set of cleverly-edited images reveals what the ‘perfect’ model for every industry looks like, by combining the faces of some of the world’s most popular spokesmodels – with the results clearly showing that brands are repeatedly choosing almost-identical male and female faces.
Graphic design company Canva has analyzed over 480 models across the food, fashion, beauty, and technology industries and averaged them together to create the perceived perfect face for each brand.
And while America’s standard of beauty if continuously changing, almost all of the brands are choosing models who look alike with hardly any variation in skin color or facial features, proving that the advertising industry is behind when it comes to embracing diversity.
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Perfect beauty? Graphic design company Canva has analyzed over 480 models across the food, fashion, beauty, technology industries and averaged them together to create the ‘ideal’ face for each brand
Beauty Industry: Almost 100 per cent of the make-up and skincare brand models that were analyzed have full, pink lips, and fair skin
Canva explained that it was impossible to get every single spokesperson for some brands, but each average consisted of at least 10 photos when both sexes were included.
After examining the faces used to promote popular cosmetics labels, CoverGirl, Dior, L’Oréal, Maybelline, and Rimmel London, the organization learned that almost 100 per cent of beauty brand models have full, pink lips, and are fair-skinned.
Meanwhile, high cheekbones and pronounced jawlines were also found to be highly-coveted features for beauty brand models.
‘Beauty brand models tend to be highly youthful, unblemished, and appealing – and while attractiveness is ultimately a matter of subjectivity, societal beauty standards lend themselves to similarly featured beauty models regardless of brand name,’ Canva explained of its findings.
Clothing and Footwear Industries: While clothing models are typically chosen because they look like models, shoe companies and sports brands will feature men and women who will appeal to the ‘average American’
Brand aesthetic: The average face of a Calvin Klein male model is young, effeminate and fair, while the average female face for the brand is also fair with pouty pink lips
Sleeping beauties: Justin Bieber, 21, and Kendall Jenner, 20, are the latest faces of the iconic underwear brand
Right on the money: Canva’s image of the ‘ideal’ Victoria’s Secret model (left) looks nearly identical to 26-year-old Victoria’s Secret star Behati Prinsloo (right)
The company also looked at male and female Proactive models, and in addition to looking young an attractive, these models also appealed to those who wanted to improve up their own appearance.
Unsurprisingly, clothing and footwear companies choose models based on its brand’s aesthetic. While the average face of a Calvin Klein male model is young, effeminate and fair, the average spokesmodel for Hanes, Nike, and Skechers is older, masculine, and scruffy.
Calvin Klein’s latest models, Justin Bieber and Kendall Jenner, certainly hit the mark when it comes to being young with striking good looks.
According to Canva, clothing models are typically chosen because they look like models, while shoe companies and sports brands will feature men and women who will appeal to the ‘average American’.
Retail Industry: While many would believe that Walmart, Kmart, and Target are trying to appeal to the same customer base, Target relies on ‘chiefly cute kids’ as brand models, while the other two companies prefer ‘middle-aged and average-looking representatives’
Retail giant: The average male Walmart model has tan skin and a beard, while the average female Walmart model is middle-aged and fair skinned
‘Candie’s, a shoe brand targeted at young women, is naturally represented by youthful, aesthetically appealing female models,’ Canva explained. ‘Faces that represent shoe brands like Nike and Skechers are geared toward a slightly older audience – still conventionally attractive but not quite as modelesque as the underwear folk.’
Meanwhile mass market retailers such as JCPenney, Petco, Walmart, Kmart, and Target, was the only category where Canva also found adolescent to young adult brand models.
The company pointed out that while many would believe that Walmart, Kmart, and Target are trying to appeal to the same customer base, Target relies on ‘chiefly cute kids’ as brand models, while the other two companies prefer ‘middle-aged and average-looking representatives’.
Brand representation: The average female Pepsi model has olive skin and a round face, while the average male Pepsi spokesperson is tan and scruffy
Food and Beverage Industry: McDonald’s typically choose models who have ‘common appeal’, while Carl’s Jr.’s stars are ‘attractive young female, sporting conventionally alluring features such as plump lips, arched brows, and high cheekbones’
Blonde and beautiful: Model Hannah Ferguson, 23, can be seen hosing down a car in this still from her sexy 2015 ad for Carl’s Jr.
And when it comes to the food and drink industry, it is not only the taste that sets Coca-Cola and Pepsi apart as Canva found that each of the soft drink companies’ models differ from each other by facial structure and skin tone.
‘Female Coca-Cola models range widely, but the average shows young and objectively attractive women with standardized eye-catching features, such as big, bright eyes, plump lips, and high cheekbones,’ Canva noted.
Meanwhile, female Pepsi models tend to have rounder faces and pale olive-skin tones.
When it comes to fast food, McDonald’s typically choose models who have ‘common appeal’, while Carl’s Jr.’s stars are ‘attractive young female, sporting conventionally alluring features such as plump lips, arched brows, and high cheekbones’.
Car Insurance Industry: When it comes to choosing models, car insurance companies featured more relatable looking models compared to any other category studied
Models Hannah Ferguson, Kate Upton, and Nina Agdal have all starred in sexy ads for the famous burger chain.
But when it comes to selling car insurance, companies such as Allstate, Farmers Insurance, Geico, and State Farm featured more relatable looking models than any other category studied. However, according to Canva, ‘the average of every brand within this category resulted in a predominantly male-featured visage’.
And out of all of the categories, the faces of electronics companies varied the most, ranging from scruffy men in their 40s for T-Mobile to young, fresh-faced blondes for Best Buy.
Electronics Industry: Out of all the categories analyzed, the faces of electronics companies varied the most
Finding a pattern: The average male and female models for cellphone provider T-Mobile were fair-skinned and middle-aged
Old gig: Oscar winner Catherine Zeta Jones was a spokesperson for T-Mobile from 2002 until 2006, but it appears that the brand still favors brunette beauties
Published by Associated Newspapers Ltd
Part of the Daily Mail, The Mail on Sunday & Metro Media Group