In a move to get behind the body-positivity movement, Olay has just announced it will no longer be retouching skin in its advertising campaigns by 2021.
The skin care giant made the decision in response to research results which found 40 per cent of women surveyed in the United States felt beauty advertisements imparted unrealistic expectations, reports Forbes.
As part of the movement, Olay will also be launching a new campaign called ‘My Olay’ featuring unretouched photographs of celebrities including Busy Philipps, Denise Bidot and Lilly Singh.
The news comes as awareness around the impact of digitally-retouched advertisements spreads worldwide. In fact, France has taken these concerns so seriously that labels disclosing retouching are now required on all altered or retouched commercial photographs of models.
So far, Olay plans to implement its ‘My Olay’ campaign and zero skin retouching policy in the United States and Canada. We’ll keep you updated on when this will be kicking off in Australia, too.
Ashley Graham has also previously been an advocate for sharing unedited photos. Check out the story here.
Main image credit: Getty
Isobel is a Digital Content Editor at BEAUTYcrew, marie claire and InStyle. When she's not busy hunting for the latest beauty news, you’ll find her arranging her skincare collection in search of the perfect “shelfie.” Isobel was previously BEAUTYcrew's Junior Beauty Writer.