The No7 cosmetics brand, which belongs to Boots, has revealed that it will launch a new campaign in which models will be age appropriate, not air brushed and surgery free.
It is intended that the women used in the Ta Dah campaign, which has been created by Mother, will reflect the diversity amongst British women and accurately represent how effective products are.
Creative director at Mother, Feh Tarty, said that the cosmetics company was breaking the mould when it made its decision to leave pictures untouched in the campaign, which will be revealed on August 10th in-store, in print, outdoors and through direct mail and digital means.
"We have ensured that all our models represent all forms of British beauty, without any cosmetic enhancements," he told Marketing Week.
Meanwhile, Amanda Walker, head of No7, told make-up artists that the initiative aimed to capture the moment when a lady knew that they looked and felt their best.
Recently, two L'Oreal cosmetics adverts showing Julia Roberts and Christy Turlington were banned by the Advertising Standards Agency after an MP complained that they had been digitally manipulated.
Article Last Updated: 09/08/2011 11:56:12
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