No7 launches airbrushing-free campaign
The campaign will show close-ups of the models without using enhancements such as false eyelashes, as No7 have stated that the campaign will not ‘misrepresent the efficacy’ of its products.
Feh Tarty, creative director of Mother, the company behind the adverts, has commented that No7 is ‘breaking the mould’ by not retouching or digitally manipulating images. The ‘Ta-Dah’ campaign launch closely follows the recent ban of two misleading L’Oreal cosmetics ads by the ASA, and could mark the beginning of a movement away from excessive pre and post-production techniques in cosmetic advertising. We look forward to seeing the unairbrushed campaign hitting the high streets soon!