Claiming an advertising first, French beauty company Sephora is launching an advertising campaign for it's Make Up For Ever brand without retouching the images.
The Photoshop-free ad depicts a young woman holding out a digital camera in front of her, about to take a picture of herself. The ad appears in the US and on the website there are two similar images. On the Make Up For Ever website (www.makeupforever.com) you will find instructions on how to "Get the HD look in 3 simple steps". There's also a behind the scenes video of the "HD Not Retouched Campaign".
The secret to the flawless finish?
The new Make Up For Ever’s HD Invisible Cover Foundation range. The company says that even a photo taken on a HD camera would "struggle to find imperfections".
Both professional make-up artists and Sephora clients have embraced HD Invisible Cover Foundation, making it the go to for hand-applied high definition make up,” says Gilles Kortzagadarian, general manager of Make Up For Ever North America. Our objective for this campaign is to reach consumers who have not tried the product range and prove that it truly creates a complexion so flawless, there’s no need for retouching, even for an ad visual.”
The brand is asking consumers to get involved by sending in their own pictures to a Facebook competition.