French beauty brand Make Up For Ever have released what they are marketing as 'the first unretouched make-up ad' in US magazines this week.
The ads are to promote the new Make Up Forever HD line of products, which promise to be of such high quality that even an HD camera would fail to pick up blemishes. The make-up itself is the airbrush!
'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,' Gilles Kortzagadarian, General Manager of Make Up For Ever North America, told The Daily Mail.
The advertising industry is infamous for its heavy reliance on airbrushing to achieve perfection. Thighs can be slimmed, pores can be shrunk and imperfections all but disappear with the swift click of a finger on PhotoShop.
For the campaign, four different women are pictured taking self-portraits with their phones.
Clearly, they were chosen because of their flawless complexion and beauty (one model is a dead ringer for Gossip Girl Blake Lively), but that doesn’t change the fact that all their lumps and bumps are very much still there.
The models have uneven skin tone on their arms, misplaced shadows, and shiny foreheads.
But despite the models not looking perfect, the campaign is sure to be a success, as it's clear the make-up actually works.
Make Up For Ever are launching a website next week which will feature further unretouched footage of the shoot, and allow users to zoom in on photos to see how well the new beauty products work.
What are your thoughts on the Make Up For Ever ad campaign? Let us know in the box below.