Beauty High

Make Up For Ever Debuts The First Unretouched Makeup Ad

Posted by Rachel Adler March 11, 2011 1:38 pm 11Comments
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We are huge fans over here at Beauty High of trying to find those certain magazine covers and advertising campaigns that wind up in the “Photoshop disaster” bin. You know the ones someone is missing a foot or an elbow, or seemingly has no left side of their body altogether.

Because of all of the frenzy around how far we do go with Photoshop, many stars have even been as bold as to go unretouched on their covers. Or, at least have claimed to. And do you remember the whole awkward Today Show where Kathie Lee and Hoda went bare faced?

Well now a makeup company is taking it a step further. Make Up For Ever is launching their new ad campaign for HD Invisible Cover Foundation (which claims to mask any imperfections that even a camera lens would magnify) and the ads are unretouched.

We love the idea, it’s a terrific effort to prove that your product works. But, you have to take into consideration that the model had the help of a professional makeup artist, and she’s a young and gorgeous model. Another thing to note: the image was taken from a distance.

With all of that said, when you consider just how much retouching is done on covers these days to get rid of the finest lines and even things like peach fuzz on arms, we’re pretty impressed that her skin looks so flawless. Hopefully this won’t be a one time thing and retouching will become just a tad less excessive.

Make Up For Ever will also be taking the print campaign to the next level and are launching a microsite on March 16, http://www.hd-not-retouched.com, featuring an interactive short film created to highlight the models’ perfect complexions and was shot in HD (of course).

The models in the video are combined with some digitally altered objects meant to try to trick the viewer. After watching you can play a game to discover which objects have been retouched, and enter to win a contest beginning March 15. Good luck!

Image Courtesy of Make Up For Ever

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Leave Your Comment
  • Rose

    Now, if all these make up companies would stop poisoning us with their products, it’d be win win. I wouldn’t touch this product with Hitler’s face, let alone put it on mine until it went through the Environmental Working Group’s cosmetics analyzer and was proven mostly safe.

  • Holly

    I don’t think it’s actually unretouched – I found another version of one of the photos in the ads and it’s pretty different. Side by side comparison here: http://copybot.wordpress.com/2011/03/16/make-up-for-ever-unretouched-my-bum/

  • Susan

    The model’s right arm looks pretty weird. Unretouched for sure (at least the arm)

  • Lawrence Larsen

    Her arm looks like a Popeye cartoon, that is what retouching is about not making a product look better.

  • Lawrence Larsen

    When something in a photo takes your eyes away from where you want people to look fix it. If a model or myself want to look a little younger or remove the mustard from my shirt do it.

  • Renaissance Austin

    I looked at both photos and it just looks like color correction. I don’t use Makeup Forever, but it definitely looks like the they did not do any retouching of her flaws. It’s a good thing. She looks like any regular girl walking down the street.

  • cc

    You can definately tell it is hasn’t been retouched. Her right arm shows (what appears to be) scarring and normal lumps and bumps like all of us ( who are human) have. Way to go HD.

  • Regina Cury

    ENOUGH – to all the makeup products announcing miracles that can’t be performed. ENOUGH – to false adds where photoshop is used. We’ve got to trust ourselves more than that. Skin care? Good,O.K
    ENOUGH – to all miraculous formulas for HUMAN beings.

  • step

    Of course she is probably 14

  • Auds

    They don’t need retouching if they’re going to load up a skinny 20-somethings face up with makeup. It’s a good move as a makeup company tho, they can show how well the product works because her face looks touched up, but it’s just their product.

  • edgy33

    Wanna’ bet?
    This photo absolutely was worked on.
    You folks better learn definitions before you use them.

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