In announcement made last week, American skincare brand Olay has pledged to implement a ‘zero skin-retouching’ policy in all of its advertising campaigns in the US and Canada by the end of the year.
The brand acknowledged the conflicting expectations women face about their appearance, and hopes the new campaign will push for a more realistic portrayal of women in its campaign imagery. What’s more, an Olay Skin Promise logo will be included in the images to assure customers that the ad was left untouched.
American actress and writer Busy Philipps joins the lineup of ambassadors for the body-positive campaign, including model Denise Bidot and Youtuber Lilly Singh.
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