Makeup Ads Without Retouching From Make Up For Ever

See Makeup Ads — Without Retouching!

March 16, 2011

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Retouching is everywhere, but not in these ads. Make Up For Ever's new campaign is its first to ditch Photoshop. Instead, it's showing off its line of HD makeup in ads made without the touch-ups ubiquitous in the beauty industry. Sure, the women featured are stunning in the first place. And yes, great lighting, top stylists, and professional makeup artists help a lot. Still, how refreshing is it to see an honest view of what products can do — not to mention women who look real instead of digitally "perfected"? If you're in love with these makeup looks, you can create them with these guides. What do you think of this effort?

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by POPSUGAR Beauty 11

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11 Comments

la ragazza piccola 2 years

I like it.

la ragazza piccola 2 years

I like it.

bryseana 2 years

The model poses are kind of facebookish.

hazelberry 2 years

Am i suppose to be uhhing and ahhing? Eh.

Annie Tomlin 2 years

Yeah, there are no retouched versions of the ad. I don't see anything that would "need" retouching, anyway. A little bit doesn't bother me in general -- I'm guilty of removing a crazy blemish now and then in Photoshop -- but it's the over-the-top retouching that turns me off.

isahrangme 2 years

i don't think there is a retouched version of these ads at all. they want to show how well their makeup is. it just costs more $$ to retouch it just as a comparison

Bettye Wayne 2 years

That would have been interesting Prim. I absolutely love this though.

ItsGlisten17 2 years

I love the idea but it would have been better if it had the same picture with retouching next to it for comparison.

sourcherry 2 years

I love the idea. I'm not really into these ads particularly because I think the looks/scenarios/etc. are kind of boring. But I loove not seing that airbrushed-to-death look. This is much better, well done.

KAdrock25 2 years

It's cool to see advertisements without retouching! It's also very strange, because after seeing these ads, I now realize there's a ton of retouching going into traditional ads.