And about time too eh.  Lovely makeup brand Make Up For Ever are launching the first unretouched makeup advert (although strictly speaking The Body Shops recent campaign was also unretouched. I know this because I know the MUA behind it  )

But anyway, what it means is the Makeup Artist and the products they use have to be good and stand up to the test in order to pull this off.  This new ad campaign is promoting the new Make Up Forever High Definition line of products, which promise to be of such high quality that even an HD camera would fail to pick up blemishes.

Think back to the Dove viral ad which went round our emails a few years back showing the before and after shots of one of their advertising models.   These days an ad without airbrushing is like a tap without water.  Just not the done thing darlings!   Or remember Kate Winslet and her are they her thighs dilemma on her GQ front cover.  The industry is infamous for its heavy reliance on airbrushing to achieve perfection. Thighs can be slimmed, pores can be shrunk and imperfections all but disappear with the swift click of a finger on PhotoShop.  So, this is a nice maverick situation, making it all a bit more real again.

For the Make Up For Ever campaign, four different women are pictured taking self-portraits using their own mobiles. Obviously they are all young and gorgeous and generally flaw free to start with but what you can clearly tell is that the photoshop wizards have not been near them; lumps and bumps are still visible, you can see the uneven skin tone on their arms, misplaced shadows, and even, shock!, horror!, shiny foreheads.

Apart from these everyday mishaps, the makeup itself looks the business, and looks like it does what is says on the tin!

Small steps people, but a breakthrough for reality.

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