Make Up For Ever with Unretouched Ads

Make Up For Ever, a Paris-based professional make up brand, is launching its first ever print and online make up campaign that has not been digitally retouched. It says the ads have been certified by a notary public.

The ad depicts a beautiful woman snapping a photo of herself, highlighting the brand’s HD Invisible Cover Foundation which provides a photo ready finish after every application.

HD Invisible Cover Foundation was created to be used in front of unforgiving high definition video cameras and provides results so flawless that the need for retouching has been eliminated, the company claims.

The campaign launches online March 16, and will appear this spring in issues of select U.S. magazines.

While unretouched photography has been celebrated by magazines and celebrities alike, there are still very few advertising campaigns that use imagery that has not been digitally altered, it is believed.

HD Invisible Cover Foundation was developed to mask imperfections that are often magnified in front of a camera lens, without adding texture to the skin.

To take the print and online campaign to the next level, Make Up For Ever will also launch a dedicated microsite,, which features an interactive short film created to further highlight the models’ perfect complexions.

The film, which was shot in high definition and appears in slow motion, depicts four models on a seemingly endless staircase at a glamorous party. The models in the video have not been retouched, but are next to people and objects that have been digitally altered in order to show how deceptive retouching can be to the naked eye.

After watching the video, viewers are invited to play a game which challenges them to discover all of the objects in the video that have been retouched.

For each correct answer identifying a person or object that has been altered, the user will be entered into a contest to win a number of prizes, including a trip for two to Mercedes-Benz Fashion Week Swim in Miami (for which Make Up For Ever is the official make up sponsor), digital cameras, and HD Complexion product. The contest runs from March 16 – April 6, 2011.

Available in 26 shades to match all skin tones, Make Up For Ever HD Invisible Cover Foundation provides oil-free, medium-to-full-coverage that creates a soft-focus effect to soften lines and blur imperfections. It retails for $40.

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Rakesh Raman

One thought on “Make Up For Ever with Unretouched Ads

  • May 1, 2011 at 11:22 PM

    Interesting article, I’m still not sure why a notary public would have to certify the ad campaign.

    Thanks for the post!

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