Procter & Gamble skincare brand Olay said Wednesday it will no longer retouch skin in its advertising by 2021.
it would require disclosure for beauty imagery that has been "materially altered" by the end of 2020. It also introduced a "Beauty Mark," or watermark to show imagery that had not been materially altered, referring to changing a person's size, shape, proportion, skin color, eye color, wrinkles or other characteristics. Olay says its new standards align with those of CVS's "Beauty Mark.
in 2017 to declare that it never makes alterations to distort the physical appearance of the people in its ads or brand visuals. Other companies have seen success with Photoshop-free ad imagery, including American Eagle's Aerie, which
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