The brave move was made for the company’s Make Up For Ever brand and appeared in magazines in the US, showing a model holding a camera in front of her about to take a photograph of herself.
There are also three other models on the brand’s website in similar poses, and the marketing move has gone a step further by inviting consumers to send in their own photos.
The visual informs the audience they are looking at the first unretouched make up ad.’
HD ready – struggle to find imperfections
The ad specifically highlights Make Up For Ever’s new HD Invisible Cover Foundation range, which the company claims produces such a good effect that even high definition photography will ‘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 company’s claim that the Photoshop-free ad is an industry first has been certified by a notary public, quoted on the ad, as proof that it is legitimate.
And these claims could be substantiated by shadowing and discoloring to the model’s right arm which one would normally expect to be doctored or airbrushed accordingly.
Whilst it is arguable that the model cast was done so for her blemish free skin, and that even without retouching, various lighting and photography techniques can be put in place, it still appears to be a bold marketing move from the Paris-based organisation.
Make Up For Ever are confident the advert will make a bold statement, and encourage users to get involved themselves by sending them photos directly or getting involved in an online competition set up on social media site Facebook.