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No7 launches airbrushing-free campaign

August 8, 2011

On Wednesday the Boots cosmetic brand No7 will launch its new ‘Ta Dah’ campaign, using non-airbrushed, age-appropriate models who have not had plastic surgery.

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!

2 Comments leave one →
  1. August 9, 2011 6:36 pm

    You are doing magnificent work. Thank you. Much success.

  2. August 17, 2011 9:56 pm

    This is amazing – we all should all have the confidence to be happy with who we are.
    No7 in many ways is giving people permission not to be perfect.
    Confidence comes from within and the self talk we listen to.

    Beauty isn’t about makeup, it can enhance what we have naturally, beauty is about fully accepting who we are, recognising our talents and underanding the value we bring to everyone around us, at work at home at play.

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