{All images from Make Up For Ever}

I’ll admit it. One of the things I enjoy when it comes to reading my magazines is the retouching and airbrushing used on the models and celebrities. As a makeup artist I understand how huge a role lighting, makeup, and digital editing plays in photo shoots. Sometimes the makeup and editing process is done in such a way, that like most women, I curse not looking that flawless in pictures {think Victoria’s Secret catalog}. Or sometimes I gleefully enjoy noticing glaring Photoshop errors; maybe you can recall this one. There is no doubt about it; the effects of Photoshop are truly amazing. Check out Madonna’s before and after for Dolce and Gabbana. Or Britney Spears for Candie’s. We have come to accept airbrushing and digital retouching as the norm when it comes to magazine covers and advertisements.

Make Up For Ever is using a different approach with the new promotion of their High Definition Foundation. Four models are shown completely unretouched and unairbrushed; the advertisements have even been verified by a notary public. You can see hair out of place, errant shadows, and discoloration, all things that would traditionally be removed or edited. Of course the models are beautiful and already have even, unblemished skin, but it is a powerful advertisement for the product nonetheless. Given that most makeup ads are airbrushed to perfection, especially those advertising foundation, we usually take claims of flawless coverage and skin with a big grain of margarita salt. It’s always refreshing to see real beauty, as I happen to believe that beauty lies in the imperfections. This is a bold marketing approach and I’m sure it will be successful for the brand. I know the MUFE HD Foundation is already a bestseller for Sephora. You know me; I’m always on the hunt for fabulous new products to try…

What do you think of the unretouched ads? Have you tried MUFE HD Foundation? Will you as a result of these ads?

Related posts:

6 Responses to Untouched

  1. Maggie says:

    I prefer the unretouched photos, wish every company did this!

    xo~ Mags

  2. Breanna says:

    @Maggie It’s certainly a new approach, and a testament to how beautifully the foundation photographs! I’d like to see more truth in advertising too. Let’s keep our fingers crossed that more companies follow suit.

  3. Hannah says:

    This foundation is the only one I will use! I have extremely sensitive skin and MF gives the smoothest, even cover. I can’t describe how much I love their products.

  4. Danielle says:

    Wow. That is powerful. I love these ads. I hadn’t seen them on my own–thanks for sharing, Bre. I have used this foundation in the past. It is pretty awesome. I keep some on hand for very special occasions, it feels too intense to use on a daily basis. But when I do use it, I do have a very polished finish.

  5. Breanna says:

    @Hannah Thank you for your recommendation, a friend of mine used it for her wedding day makeup and she looked flawless. I’m anxious to get my hands on a bottle and try it!

  6. oh dear i just bought the MAKE UP FOR EVER Mat Velvet + Matifying Foundation and haven’t even used it and now they tempt me with such a great new product!

Leave a reply