Okay, so Elepharts has a question for you today: how many cosmetics ads have you ever seen that have NOT been retouched? Answer: NONE. They all are of course retouched like crazy to make the models in them look as flawless as possible. In fact the retouching has become so ridiculous and overdone that its now internet sport to find and ridicule the photoshopping mistakes. So that's why its pretty interesting that Paris based high end cosmetics brand Make Up For Ever has launched its first ever print and online campaign that has not been digitally retouched. The ad depicts a beautiful woman snapping a photo of herself, highlighting the brand’s HD Invisible Cover Foundation which "was created to be used in front of unforgiving high definition video cameras and provides results so flawless that the need for retouching has been eliminated," according to the company. The campaign launches online today March 16th, and will appear this spring in issues of select national magazines.
While unretouched photography has been celebrated by magazines and celebrities alike, there are still very few advertising campaigns that use imagery that has not been digitally altered. HD Invisible Cover Foundation was developed specifically to mask imperfections that are often magnified in front of a camera lens, without adding texture to the skin. Make Up For Ever say they are "thrilled to show women everywhere that they can look perfect both in front of the lens and in their everyday lives by choosing products that deliver professional results and can stand up to modern technology."
VIDEO: Make Up For Ever HD Unretouched Ad
See also:
Emma Watson The New Face Of Lancome
Spring 2011 Fashion Preview: The New Pretty
Summer 2011 Swimwear Trends
