by Marketing Team Marketing Specialist
Posted on February 20, 2020 at 22:49 PM
Procter & Gamble owned skincare brand has responded to a growing backlash against skin retouching by vowing to cease the practice in all of its advertising by the end of the year.
Skin retouching entails the fine-grain manipulation of make-up to banish blemishes, but this pursuit of perfection has powered a counter-reaction among those concerned at the promotion of unrealistic ideals.
Acknowledging those concerns head-on Olay will adhere to a ‘skin promise’ pledge of authenticity across the brands print, digital, out-of-home and influencer output across North America from 2021, guaranteeing that no featured model will undergo the technique.
The first glimpse of this new era comes in the form of the brands Make Space for Women Super Bowl return as well as My Olay, a new print campaign by Badger & Winters starring unretouched images of Busy Philipps, Denise Bidot and Lilly Singh.
As the brand commits to this new vision it has warned it is willing to jettison anyone who doesn’t share these ideals, with Kate DiCarlo, Olay’s senior communications leader, stating:
“We are willing to walk away from influencers that are not interested in producing content that meets these standards.”
This approach has been embraced by CVS Pharmacy, Asos and American Eagle Outfitters which have each employed unretouched models in their promotional material.
This article is about: World, Skincare, Olay, Advertising, Marketing
Source: CNBC & Olay Skin Care P>ags: Busy Philipps, Cosmetics Marketing, CVS Pharmacy, Olay, Procter & Gamble, Skin Promise, Skincare Campaign, Skincare Marketing
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Teodora’s innovative vision and 25 years of experience in marketing bring fresh ideas in establishing, promoting, and maintaining brands to generate business. This includes high-tech digital marketing, concept development, website development, production and distribution of media, print materials such as brochures, ads, direct mail pieces, videos, special events, and social media campaigns. She is the #1 certified social media professional in Miami by years of experience with a proven marketing track record of success in the areas of real estate, retail, legal, medical, and financial service industries. Follow Teodora on Instagram @teodorathompson