This high-street skincare brand has vowed to stop retouching all images by the end of the year

A brilliant step forward!

olay vows stop retouching photos adverts
(Image credit: Getty)

Olay has revealed that it will be making a change when it comes to retouching images.

The popular high-street brand has announced that they will be encouraging natural beauty by stopping retouching in all photos in their adverts shown in print, digital, TV and out-of-home by the end of the year.

The brand announced the news earlier this week over in New York when they revealed their new campaign, My Olay, starring comedian Lilly Singh, plus-size fashion model Denise Bidot and actress and talk show host Busy Phillips.

Busy, who has revealed that the terms of her Olay contract stare that she is not allowed to use Botox or fillers to change the way that she looks, raved about the move as she shared a photo to her Instagram page of an untouched New York billboard featuring her work with Olay.

MORE: Olay launches first ever retinol range – and it boasts a cocktail of skin-loving ingredients

Speaking about the exciting move from the mainstream brand, she wrote, ‘I have to say, seeing my face and our @olay ad all over Times Square this morning was beyond surreal.

‘I'm so proud of the commitment Olay has made to ZERO RETOUCHING in ALL OF THEIR ADVERTISING! 👏🏼👏🏼 @lilly @denisebidot WE LOOKED GREAT TWENTY-TWO STORIES TALL❤️😭 #olayskinpromise #olaypartner’.

While the work has already started over here in the UK, there is still more to be done overseas.

"The commitment of Olay’s Real Skin Promise is something that, in the UK and Ireland, we are pleased to already have been doing and will continue to do," the brand said in a statement.

"We want to spread the fearless message more broadly to inspire more women to be unapologetically true to themselves and North America’s team’s work is another step in our global mission".

The brand also revealed that they would include a ‘real skin promise’ logo on images over in North America that haven’t been retouched, with Olay’s senior communications manager, Kate DiCarlo, saying that the move is a “massive undertaking, but if a brand as large as Olay can do this, anyone can do this”.

Aleesha Badkar
Aleesha Badkar

Aleesha is digital shopping writer at woman&home—so whether you're looking for beauty, fashion, health or home buys, she knows all the best places to splash your cash. She earned an MA in Magazine Journalism from City, University of London in 2017 after graduating from University of Leeds in 2014 with a BA in English and Spanish (which took her to Madrid for a Rioja- and tapas-packed year). Aleesha has worked for woman&home since 2019, when she joined the team as their digital news writer. A year on the news team gained her quick and reactive writing skills and a love for breaking stories, invaluable insight into where to get the best lifestyle releases first, an AOP awards nomination and the nickname ‘crazy watch lady’ after she stalked the royals via breaking news alerts on her Apple Watch.

Before joining the woman&home team, Aleesha wrote for their sister site GoodtoKnow, where she covered celebrity news, health advice and where to snap up the cheapest lifestyle buys. With a background in beauty, Aleesha has also written for Stylist and Women’s Health where she developed an understanding into what makes a stellar product and which brands are worth paying attention to. She never leaves the house without a good slathering of SPF and is always on the hunt for new lipsticks to add to her ‘Lipstick of the Day’ Instagram story highlight (and color-coordinated collection).

But it’s not just beauty buys Aleesha can help you with. Social media savviness, strong PR relationships and a need to stay in the know mean she’s all about the latest fashions, clever gadgets and reliable lifestyle buys too. She loves indulging in an interior craze (with a bedroom drowned in prints, plants and pink), is a regular visitor to the Missoma and Edge of Ember 'New In' pages and can’t resist the allure of a kitchen gadget—just ask her three coffee machines. Being a product specialist on a brand for bold women (and living the single life) means that Aleesha also knows a thing or two about the must-buy sex toys, so she relishes in unleashing her inner Carrie Bradshaw on our sex & relationships pages.

When she’s not playing around with new products and testing anything she can get her hands on, Aleesha spends most of her time with her head in a current bestseller, catching up on the latest Netflix craze with her sister, trying out new recipes, drinking wine with her bestie and (in non-COVID times) has been known to be a bit of a jetsetter amongst her friendship group.

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