Olay, a Procter & Gamble skin care brand, has officially announced it will stop retouching skin in advertising campaigns by 2021.
The news came on Wednesday during an event in New York. Actor Busy Phillips will be the face of the kick-off campaign called “My Olay,” which will feature un-airbrushed photos of Phillips, model Denise Bidot and Lilly Singh, per CNBC.
Furthermore, the commitment will be extended to Olay’s influencer partners, individuals who use social media to advertise products to their followers.
All of their advertisements — including paid influencer ones — will feature the “Skin Promise” mark, a guarantee that the skin in the ad hasn’t been retouched, their statement reads.
The brand’s senior communication leader Kate DiCarlo said the company tested out the no-retouching policy in its Super Bowl ad recently, CNBC reports.
“We tested ourselves with the Super Bowl shoot. Our Super Bowl shoot was also unretouched,” she said during the panel.
She also touched on the role that social media plays in creating a “culture of perfection.”
“We are willing to walk away from influencers that are not interested in producing content that meets these standards.”
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