Working in the beauty industry, this is an interesting topic for me! Grazia Mag has asked its readers what they think about airbrushing and I am interested too..
First we had Twiggy proudly baring her ‘life’ lines in Olay‘s anti aging commercial, then actress Miranda Richardson doing the same in No7‘s Lift and Luminate campaign and now cult body brand Mama Mio have launched their first ever totally un-retouched advertisement. Starring 42 year old mum of two Simone and her amazingly flat, smooth baby-weight-free stomach! The latest in what’s quickly becoming a very definite trend – beauty brands such as Dove, No7 and Olay were the first to jump on board, this au natural campaign has got beauty insiders all of a twitter!
But do people really buy it? Does seeing an un-retouched model make you want to buy a product? Or do you want to aspire to un-achieveable beauty knowing you can probably come 80% of the way? Also, how do we deal with the harshness of lights, cameras etc. on beauty shoots…everyone must retouch a little!
In my mind, its a tricky one to figure out … if you drop the spray can and your competitors keep it then it is a disadvantage as everyone expects airbrushing… if you stand your ground and don’t touch a thing, do people realise or think it is just a bad performing product?
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Hello, my name is Sarah. English girl, born in Canada, educated in Scotland and Spain, living in Sydney and working in Marketing for P&G . Love good advertising, cause marketing and beautiful branding. If you want to know more about me click
