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First Unretouched Ad Campaign Gets Notarized

Mar 18, 2011 By Amy

Do you know who Francine, Isabel, Maud and Kim are? No, they’re not my friends, but they are the newest faces of Parisian brand, Make Up For Ever‘s newest ad campaign. The cosmetic line is dotting that these girls are 100% unretouched thanks to the brand’s HD products, this is apparently the first unretouched beauty campaign to hit the industry. It’s legitimate that the ads haven’t been retouched because the company had each image certified by a notary public. The campaign features four very different girls each photographing themselves MySpace-style during a night out. The girls are of course naturally beautiful, but you can spot imperfections on their arms- simple things that otherwise would’ve been photoshopped out.

Retouching has always been a hot button issue in the fashion industry. With final photo results not always resembling the original model or celebrity, it’s nice to see a brand actually embrace natural beauty.

Make Up For Ever also launched a mico-site to accompany the debut of ad campaign where beauty mavens can get cosmetic tips and see behind-the-scenes footage from all the girls in the campaign.

Make Up For Ever’s HD products are available at Sephora if you want to take the unretouching challenge yourself.

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Category: ad campaigns, hair+makeup, headlines, Photography

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