Tuesday, March 22, 2011

Sephora Launches The First Unretouched Makeup Ad

Last Week, HD Invisible Cover Foundation Was Featured In The First Ever Unretouched Makeup Ad!

In a world where people are fake and their noses are faker, it’s quite difficult to find something natural. Or rather, it was. Last week, Sephora launched its, and the world’s, first ever unretouched make up campaign. The ad features a model holding a camera, about to take a picture of herself. Her makeup and skin look absolutely perfect, and we would otherwise believe that the ad is photoshoped, if not for the bold statement in the center of the page: “You’re looking at the first unretouched makeup ad.”

The ad is for Sephora’s new Make Up For Ever brand, and it began appearing in major magazines this month. The product featured is Make Up For Ever’s new HD Invisible Cover Foundation. Sephora claims that while wearing the foundation, even high definition photography will “struggle to find imperfections.”

“Both professional make-up artists and Sephora clients have embraced HD Invisible Cover Foundation, making it the go to for hand-applied high definition make up,” says Gilles Kortzagadarian, general manager of Make Up For Ever North America. “Our objective for this campaign is to reach consumers who have not tried the product range and prove that it truly creates a complexion so flawless, there’s no need for retouching, even for an ad visual.”

(As seen on JoonBug)


  1. How interesting. I think this is a great trend. For me, the less re-touching the better...let's bring more authenticity to these images on magazines please!

  2. Exactly! I really hope this is the start of a new trend with both Sephora as well as the rest of the cosmetics industry. :)

  3. Wow! That's really awesome. You know what else I wish they'd stop?...False lashes for mascara ads...come on!!! That's the actual product you are trying to sell!

  4. I saw that ad in my Marie Claire a few weeks ago and was wondering if it was for real. Pretty cool.

  5. That's great that they featured an ad like this, I was wondering if it was real. Definitely shows that not everything has to be so retouched

  6. i approve!



  7. Great to know - this actually does make me want to try it out. Thanks for sharing.



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