Models with eczema and psoriasis are the stars of Cetraben's new honest skincare campaign focusing on showing real skin conditions
April 14, 2020 - 10:20 BST Carla Challis A skincare brand is fighting back against the so-called 'ideals' of what a model should look like with their brilliantly honest ad campaign. This Is My Skin by Cetraben features models with eczema, psoriasis and other skin conditions that are normally airbrushed out - showing the real people behind these conditions.
Cetraben, the first eczema-prone skincare brand approved by the British Skin Foundation, says it wants to"take a stand against the cover-up" and represent its fans by only using models with these skin conditions, along with dry skin, to help normalise the visibility of these skin complaints in everyday media.Photographer Emma Croman, who took the pics, commented:"Photographers and art directors are quick to remove skin differences in photographs of models and subjects.
According to stats, around 15million people in the UK are currently living with eczema and up to 1.8million people have psoriasis - despite this, models with these skin concerns are rarely seen, as the conditions are airbrushed or covered up. Eczema is a dry skin condition, with the skin becoming red, flaky, itchy and scaly. It can be triggered by a range of things, from diet to allergies to clothing.
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