The Pitfalls of Appearance-Based Marketing
Why Brands Should Avoid Commenting on Customer Looks
Content marketing isn’t as easy as it looks. It takes skill and downright genius to find the right words to connect with your ideal customers. Email marketing is perhaps one of the most difficult forms of content creation because most people despise finding their inboxes filled with typical sales messages.
Brands have done some creative things over the years to get people to open and read their email communications. However, it’s a fine line between innovative and inappropriate.
Case in point - imagine if you opened your email one morning to find this message from a new product you’d purchased:
“I had an interesting call with someone over the weekend—I wanted to introduce him to you, but he has something going on today. I did have a chance to show him your photo though, and this was his response:
Let me tell you, this is WINNING looks like, folks! That red lipstick? My makeup artists – only the best, From Paris, Milan, everywhere – they’re calling it ‘Power Red’ because it commands attention and closes billion-dollar deals! And those layered necklaces? Pure genius – my jewelry experts say it’s like wearing success around your neck, very sophisticated, very cool. That crisp white top with the rolled sleeves? It’s saying ‘I’m ready for business but I also know how to keep it real’ – tremendous style, believe me. The whole look is absolutely crushing it, and those eyes? They’ve got that sparkle, that special something my people call ‘the real deal.’ Total professional, total winner, making LinkedIn great again!
I’ve been working on my sense of humor, what do you think?
If this made you smile, screenshot this email and post it on LinkedIn. Tag me @Boardy and include the hashtag #MakeLinkedInFunAgain – let’s bring some fun and levity back to the platform we know and love!”
The recipient of this email – Pay As You Go fractional COO Milly Barker – screenshotted and shared the email alright. However, she was anything but amused by it.
As you can see from her response, she found the email written ala Donald Trump style offensive and inappropriate. And she wasn’t the only one. Throughout the day on January 20, women all over LinkedIn who had the misfortune of receiving similar emails from Boardy commenting on their physical appearances while ignoring their professional credentials posted and roasted the AI networking service for its creepy content marketing ploy.
Boardy creator Andrew D’Souza commented on Milly’s post with a non-apology that originally said he was sorry she was offended. No words of remorse for the inappropriate messaging, only that he was sorry she didn’t find it as funny as he did. After other professionals pointed out his horrid response, Andrew edited his original text to this:
To his credit, he admitted to his epic gaffe on his LinkedIn profile and followed it up a few days later with an action plan of how he’d take steps to prevent it from happening again. I’m assuming he spoke to a crisis PR expert like Drew Kerr because his follow-ups were more appropriately crafted with sensitivity to the people he offended. More importantly, they contained an actual apology for the misstep.
The risks of appearance-based marketing
When brands venture into the territory of commenting on their customers’ appearances the way Boardy AI did, they tread on thin ice. This approach to marketing carries significant risks with far-reaching consequences.
The biggest danger is alienating your customers. Judging by the response from women on LinkedIn last week, Boardy lost more than a few customers. Women professionals already struggle to be taken seriously. Trying to market your product to them—especially one that specializes in connecting business professionals—by commenting on their appearances while ignoring their professional credentials and accolades is never a smart move.
Another problem is the potential for discrimination.
Even well-intentioned campaigns can backfire. Based on Andrew’s original response to the email faux pas, it was clear he hadn’t taken the time to consider how it would land with his women customers. He explained that Boardy’s team thought it would be creative and fun to craft a message in Trump’s style since it was arriving in inboxes during the presidential inauguration.
He thought wrong.
The women who spoke out saw it as a continuation of the notion that they could only rise to the top by being pretty or aesthetically pleasing to the males in the room.
The psychological impact on consumers
Women professionals have strong feelings about U.S. President Donald Trump. Boardy took a huge risk by sending them a communication that resembled his tone and style. Doing so triggered some unpleasant feelings, especially in women who were victims of sexual assault.
That’s because the psychological impact of appearance-based marketing is a real concern. When brands comment on or target customers' appearance in their marketing, the effects can extend far beyond the point of sale. The psychological impact on consumers can be profound and long-lasting, affecting individuals across all demographics, regardless of the product or service being advertised.
Focusing so heavily on looks can:
Raise body image and self-esteem issues. Marketing that focuses on appearance can significantly influence how consumers perceive themselves. This impact is not limited to beauty or fashion industries; even tech companies, food brands, or financial services can inadvertently contribute to body image issues through their advertising choices. If your brand makes consumers feel bad about themselves, they’re unlikely to buy from you once, let alone become loyal brand enthusiasts.
Reinforce societal pressures. Appearance-focused marketing doesn't just affect individual self-perception. It also reinforces broader societal pressures. When companies across various sectors consistently present a narrow definition of attractiveness or success, it perpetuates harmful stereotypes and expectations.
Spark mental health issues. For some individuals, appearance-focused marketing can trigger more serious mental health issues. People with a history of eating disorders, body dysmorphia, or other related mental health conditions may find certain advertising particularly distressing. In Boardy’s case, the messaging risked triggering anxiety and stress in sexual assault victims. You should never want customers to feel a sense of dread when they think of your brand.
The psychological impact of appearance-based marketing extends beyond the individual consumer. Companies of all types can make more informed decisions about their marketing strategies, prioritizing messaging that uplifts and includes rather than alienates and pressures consumers based on appearance.
The legal and ethical considerations
We live in a sue-happy society. Companies must consider the legal and ethical considerations when crafting a content marketing strategy. This is particularly critical anytime customer appearance comes into play because it intersects with discrimination laws, corporate social responsibility, and ethical marketing standards.
Discrimination laws and regulations
It doesn’t matter if you’re a tech startup like Boardy or a large, well-established corporation like Amazon. Failing to consider discrimination laws before drafting official communications can backfire legally. Some laws to consider:
Equal Employment Opportunity (EEO). While primarily focused on employment practices, these laws can extend to how companies represent their workforce in marketing materials. For instance, a tech company showcasing only young employees in their ads could potentially face age discrimination claims.
Americans with Disabilities Act (ADA). This law requires businesses to make reasonable accommodations for people with disabilities. In marketing, this could mean ensuring diverse representation, including people with visible disabilities, in advertising campaigns.
State and local laws. Many states and municipalities have enacted their own anti-discrimination laws that may be more stringent than federal regulations. For example, some jurisdictions prohibit discrimination based on physical appearance, weight, or height.
Corporate social responsibility
If corporations want to be designated as “people” for tax purposes, then by golly, they need to embrace corporate social responsibility as part of their modern business strategy.
Consumers, investors, and employees increasingly expect companies to act responsibly and ethically. This includes not commenting on your customers’ looks as a qualifier for their success or worth.
A company’s approach to appearance-based marketing can tarnish its reputation and spark backlash and even calls for boycotts. I certainly saw evidence of women uniting across LinkedIn last week to encourage holding Boardy accountable. These women pointed out an ethical consideration many companies ignore – a brand’s role in shaping (or reinforcing) societal norms.
Ethical marketing practices
It shouldn’t take the fear of a discrimination lawsuit or brand boycott to convince businesses of the importance of embracing ethical marketing practices. However, some organizations must learn the hard way.
Adopting ethical marketing practices means a commitment to:
Truthful representation. Companies should strive for honest representation in their marketing. This applies whether you're selling cars, software, or financial services. Avoid excessive retouching or misleading imagery that creates unrealistic expectations.
Inclusive marketing. Brands should aim to represent the diversity of their customer base. This isn't just about physical appearance but also age, ethnicity, and ability. A home improvement store, for instance, could showcase a diverse range of homeowners using their products.
Avoiding exploitation. Marketing should not exploit insecurities related to appearance. This principle applies across sectors – from fitness equipment manufacturers to dating apps and especially to professional networking platforms.
Responsible use of data. With the rise of personalized marketing, companies must be cautious about how they use customer data related to appearance. A clothing retailer, for example, should be mindful of how they target customers based on size or style preferences.
Following best practices
Even companies committed to ethical marketing practices can occasionally slip up. All it takes is the hiring of a new content strategy team or the elimination of a crisis communications component in a marketing plan to make a mistake as epic as Boardy’s.
Here’s how you can create marketing strategies that keep you compliant and responsible while still resonating with your ideal customers.
Conduct regular audits of your marketing materials to verify compliance with all legal and ethical standards. Social media marketing materials are the most at risk, so never overlook them.
Seek diverse input from stakeholders to catch potential issues before marketing materials go live. Boardy could have avoided this messy problem last week had it asked any women about its planned Trump-like email messages before hitting the send button.
Establish and enforce company guidelines that dictate your expectations for ethical marketing practices, including how to approach appearance-related content.
Provide ongoing training for marketing teams on current laws, ethical standards, and best practices.
Offer feedback channels for your customers and employees to provide their thoughts on current marketing efforts and any recommendations for future campaigns. Always promptly respond to concerns, and not with the kind of non-apology Board originally posted after its gaffe.
The alternative marketing strategies
Don’t worry, dear readers. I’m not about to smack your fingers and tell you what you can’t do without providing some guidance on alternatives that are less likely to cost you business. The marketing strategies I’m about to suggest mitigate the risks associated with appearance-based content marketing and create more meaningful connections with a diverse customer base.
1. Focus on product benefits and features
Boardy could have avoided that awful marketing mishap last week if it had sent emails that touted the benefits of its AI product instead of resorting to cheap tactics to gain attention. It could have reminded its women customers that it’s there to help them connect with other professionals who can drive their success, rather than commenting on the color of their lipstick or how many layers of necklaces they were wearing.
2. Emphasize lifestyle and values
Not to keep picking on Boardy, but if it emphasized how its product fit into professional women’s lifestyles, it could have connected with them more deeply. Aligning with values and aspirations creates stronger brand loyalty across all industries.
3. Highlight customer experiences
Authentic stories from real customers are powerful content marketing tools. Share case studies to demonstrate how your business solved specific challenges. Include video interviews with customers who had a positive experience and let them tell their stories in their own words.
4. Use inclusive and diverse representation
You’d be living under a rock these days if you didn’t understand that there are different types of people in this world. Excluding a segment of the population from your content marketing plan is never a solid strategy. Banking apps, for instance, should show customers of different ages, ethnicities, and socioeconomic backgrounds using and benefiting from their products.
Avoid falling into a content-marketing pit
Don’t end up like Boardy. Stop and think about the risks and negative impact of appearance-based marketing before you hit that send button. Once the damage is done, it’s difficult to regain the trust of customers who felt unfairly targeted by your marketing efforts.
You can’t go wrong when you respect diversity, focus on value, recognize ethical responsibility, stay informed about legal compliance issues, and showcase real people and genuine experiences.
Need help to make sure you’re getting it right? Contact me to schedule a no-obligation consultation for a content marketing strategy that avoids these scary pitfalls.