Finally! The first ever unretouched make-up ad

A new ad hitting glossy magazines this week features an unretouched model's flawless skin. A new ad hitting glossy magazines this week features an unretouched model's flawless skin. …The no-Photoshop trend has hit advertising, and it looks really, really good. This week, national fashion magazines printed a new campaign by the cosmetics company, Make Up For Ever, featuring a woman (okay, a model) without any digital enhancement or airbrushing.

Let's get the cynicism out of the way: the model may be unretouched but she's also a young, gorgeous woman with flawless skin, wearing a ton of professional grade make-up in addition to the foundation being advertised.

That said, a make-up ad, or any ad where a woman hasn't been digitally enhanced, is a welcome change. Airbrushing and digital retouching are industry standards in ad campaigns and magazine covers. But after a few national magazines got attention for featuring unretouched celebrity photo shoots and ad campaigns sparked outrage for Photoshopping already flattering images, the trend of going au natural started catching on.

And that's a good thing. We need to remember what skin looks like...approximately. And we also need to have realistic expectations the products we're being sold. Not that this model's skin is so attainable, but it does seem a bit less like Cabbage Patch Kid plastic.


Related:
Was Gabourey Sidibe's skin lightened for the cover of Elle?
An American Idol speaks out on 'real' photos
Supermodels without retouching
Britney Spears' retouched Candie's ad
Should photoshopping be regulated?