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.

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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 is a digital shopping writer at woman&home—so whether you're looking for beauty, fashion, health or home buys, she knows what the best buys are at any moment. She earned an MA in Magazine Journalism from City, University of London in 2017 and has since worked with a number of brands including Women's Health, Stylist and Goodto. A year on the w&h news team gained her invaluable insight into where to get the best lifestyle releases first—as well as an AOP awards nomination.