Thursday, 17 March 2011

goodbye airbrush

Usually when shopping for makeup, it goes without saying that the 'flawless' look advertised in all the associated photographs hasn't just been achieved solely with a good primer and a lick of foundation. It's common knowledge that the world of beauty comes hand in hand with an airbrushing technique, to smooth out spots, banish wrinkles and cut the blemishes. It's a technique constantly condemned in the hypocritical media for its creation of added pressure and expectations on girls and women, trying to live up to unrealistic but apparently 'day to day' imagery. However, after today, this could all be a thing of the past, as Makeup Forever became the first cosmetic brand brave enough to release an advertisement for foundation without the use of digital perfection or enhancement since it was first introduced in publicity.

Unfortunately the image of the advert itself isn't great quality, but you can clearly see the lack of airbrushing over the (however slight) dark circles under the models eyes and discolouration on her arm - minor flaws that might normally be smoothed out by an airbrush. The press photographs are much better quality, and it's encouraging to see not only that the photos are untouched, but the 'HD foundation' really does a great job! Now, obviously these girls have been chosen for her already near perfect skin, and they wouldn't take much airbrushing to get to a flawless finish anyway, but in my opinion, this advert makes the advertised foundation seem all the more appealing. These girls are real. I think I speak for a lot of people when I say I'd rather spend my money on something I can see working, than something that has had to be modified to make it achieve an extended potential.

Being able to see honestly what this makeup can achieve is a great marketing plan for MUFE, as the foundation obviously DOES work well, and being able to see proper results has infact really made me want to want to try this foundation, much more so than one advertised in a retouched poster such as this below, which, in comparison, seems ridiculous, unbelievable and almost off-putting.

I think I'd like to see this used much more commonly across the cosmetic industry, particularly in eye makeup adverts, as false advertising for mascara really niggles me! Why put false eyelashes on the model when your product will not match up to the expectations you're giving to the consumer!?

So what are your opinions on this brave yet business-savy step by Make Up Forever? Do you think you'd be more likely to buy a product with honest advertising? Are there any downsides to saying goodbye to the airbrush?

Lucy xxxxxxxx

Images taken from The Daily Mail website.


  1. Oh wow, what an amazing idea from MUFE!

    I also think it's just silly and pretty useless for Make up companies to retouch every single flaw of their photos thus giving the consumer not even a close result as the one advertised.

    I once heard that some companies DON'T even use their own products when they are shooting commercials and such. Not cool!

    Amazing post and amazing blog!
    Following! :)


  2. I think this is AMAZING. It's refreshing to not have to live up to expectations like airbrushing, honestly. I love it!! I adore it. I hope other people follow suit.

  3. wow i think this is a great idea. i also wish they did mascara ads without the fake eyelashes

  4. I think is great that they've done this campaign without photshop! and it really looks like it works. I always have problems finding the perfect foundation so I might give this one a try!

  5. i think this is awesome.

  6. To be honest I think we all know by now makeup ads are retouched and you're never going to get the same results yourself, but we still buy the makeup. I buy my foundation because of what it says it does, not because of how they look in the ads. I buy a mascara because it says it will volumize your lashes, again not how the model using it looks. Of course it would be good to see how it looks without airbrushing, but still that is no perfect representation, because everyone is different with different skin types, eyelashes etc. That's my thoughts on the topic anyway and I've really enjoyed reading (and rambling)