Make Up For Ever: Unretouched Campaign

This spring, Make Up For Ever has launched a print and online ad campaign featuring their HD Invisible Cover Foundation–and the advertisements have not been digitally retouched. They have also launched a microsite, www.hd-not-retouched.com with a short video featuring the unretouched models shot next to items that have been digitally altered to highlight how deceptive retouching can be.

If there is one thing the early days of MySpace has taught me, it’s that angles are your best friend, and good lighting (or really terrible lighting) can go a long way to improving the overall image!  I like that photography and artistry skills were used to achieve this ad.

What do you think of the new campaign?

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 is 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.

See close-up…