According to an article by Cosmetics Business, P&G skincare brand, Olay, has this week pledged to stop airbrushing its advertising materials for campaigns across the US and Canada.
Customers can now expect to see a ‘Skin Premise’ logo on adverts that have not been retouched. In fact, the initiative already debuted in the brand’s My Olay print campaign, which features actress Busy Philipps, talk show host Lilly Singh and model Denise Bidot.
“For Olay to take this stand and say ‘we’re about skincare, we’re about having you feel your best and having you feel like your most confident self’ it’s a really big deal,” Philipps said. “The more huge companies like Olay that can stand up, the better everyone’s going to be. You want to see yourself reflected, you don’t want to see something that’s unattainable because that’s not real.”
Olay vice president and general manager of Olay Global Franchise and North America Skin Care, Christopher Heiert, added, “We recognise that there are many conflicting expectations for women and it has always been our mission to use our platform to encourage the next generation of women to be unapologetically bold and true to themselves. Olay believes that, for many women, being inspired to face anything starts with seeing women who look like themselves in the ads they are seeing on a daily basis.”
This initiative will expand to all advertisements across print, TV, digital and out-of-home media starting from next year.