Sunday, March 20, 2011

Make Up For Ever: First Untouched Makeup Ad + Video

I've been hearing about the new Make Up For Ever Ads for a while but I'm glad that I saw it in person yesterday in Instyle. An untouched photo in the glamourized lives we live in ? Unheard of.

Many may think that it is a publicity stunt...and I agree it is. I'm sure many people will buy or even consider buying their products because of their "untouched" ad but I think its the first step to a great thing. I'm tired of magazines and brands heavily editing models to "fit their view".  Maybe in the near future we may have less photoshop and more "real size" "natural" looking models rather than amazon godesses we know we'll never be.

One thing that I don't like about the new ads is that the poses look too bland and literal. Almost like "not only is this not photoshopped but I took this photo myself"

Hopefully this will put more emphasize on photographers and every other person that goes into the behind the scene of photoshoot and not the photoshop happy editors who have to "fix a girls flaws". (below I have a few controversial covers)

Beyonce's skin colour dramatically changes from lightskin to a darker skin. 

I'm going to go ahead and say that Ralph Lauren has THE WORST PHOTOSHOPPED AD that I have ever seen. The model Filippa Hamilton is pictured below.


What do you think of the new untouched ads ? 
Is it something that you would like to see more or less of in the future? 

Read more find more info, pictures, and the video promoting MUFE

MAKE UP FOR EVER will also launch a dedicated microsite,, which features an interactive short film created to further highlight the models’ perfect complexions and engage users in a meaningful way. 
After watching the video, viewers are invited to play a game which challenges them to discover all of the objects in the video that have been retouched. For each correct answer identifying a person or object that has been altered, the user will be entered into a contest to win a number of prizes, including a trip for two to Mercedes-Benz Fashion Week Swim in Miami (for which MAKE UP FOR EVER is the official make up sponsor), digital cameras, and HD Complexion product. The contest runs from March 16th to April 6th, 2011. 
Available in 26 shades to match all skin tones, MAKE UP FOR EVER HD Invisible Cover Foundation provides oil-free, medium-to-full-coverage that creates a soft-focus effect to soften lines and blur imperfections. It retails for $40. Visit for additional information.  


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