Towards the end of class on Friday, we touched on the idea of beauty represented through photography and advertisements, but most importantly, the techniques of using photoshopping and airbrushing to better these photos and ads. This reminded me of a popular make-up ad from not too long ago…
In the spring of 2011, famous beauty blog Temptalia featured the popular make-up brand Make Up For Ever’s (MUFE) launch of their new foundation, the High Definition (HD) Invisible Coverage Foundation. Accompanying this launch was their advertisement claiming to be the first unretouched, non-airbrushed ad in the beauty industry. I remember this product being the craze when it came out that spring. I walked into a Sephora with my older sister, and representatives from MUFE were there testing the foundation on customers and claiming that this was the new top-selling foundation on the high-end market at Sephora. (Apparently, they are also the “exclusive beauty retailer for this product.”)
Right now, their HD line is called “HD Unretouched,” which can be found on the MUFE website featuring the same photo of the model on the left as well as a re-emphasis on the “*Not Retouched” next to her photo. This model’s ad is not the only one MUFE released for their product. The brand also created ads including women of color, as seen below.
The most intriguing part of these ads are their taglines: “You’re looking at the first unretouched make up ad,” and, “Real life is unretouched, just like this ad.”
By applying their foundation on women of color, they show that their brand is versatile in shade range, but the main objective is not targeted towards having that “natural” or perfect look. Rather, it elicits this sense that all women can achieve that retouched look.
It provokes the idea that you don’t need airbrushing or photoshopping to look perfect, but you need this foundation. You still need make-up.
…So, what is “real life”? Should we look “retouched”?