Yes, even on Instagram.
over the past few years as women demand to see more realistic imagery in the world around us. And now Olay is delivering: The brand just announced it is officially committed to “zero skin retouching” in all of its advertising materials, including content created by Olay’s influencer partners.
Olay admits in a statement that women face outrageous, and often conflicting, expectations about their appearance from the beauty industry and society as a whole. “In the U.S., 40% of women surveyed by Mintel said they felt beauty advertisements impart an unrealistic expectation, making it unclear what was actually achievable,” the statement reads.
So Olay is making a big change. Starting with a campaign led by actor Busy Philipps, model Denise Bidot, and comedian Lilly Singh, the company’s advertisements will be paired with an Olay Skin Promise logo, assuring buyers that the ad was completely untouched. Beyond the initial launch, you can expect to see the logo on all the brand’s imagery across print, digital, and TV by 2021.
It’ll be interesting to see where this goes. Olay is far from the only beauty and lifestyle brand taking the leap into unretouched advertisements. Aerie just announced its latest group ofwith an unretouched photo campaign, for example. But the world of Instagram influencers is still a mostly unregulated land of perceived perfection and Facetune. Hopefully this is just one of many steps in changing toxic messaging online.
“I think people are so conditioned to see a ‘perfect’ face staring back at them on Instagram,” Philipps said. “And the more those [types of retouched] images get out there, the more it reinforces a normal that is not normal.”
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