MAKE UP FOR EVER Un-Retouched Ad Campaign.

The beauty world is a buzz with the news of the first beauty ad that has gone to print un-retouched - on purpose. MAKE UP FOR EVER said that he goal of the campaign is to highlight that women can look flawless without being digitally enhanced – which is slowly becoming a trend in the industry.

What a better way to show this than with the brands HD Invisible Cover Foundation. This foundation provides results so flawless, that the skin does not need retouching even when photographed with a digital lens.

Here is the ad:

What do you think? I say Bravo!

MAKE UP FOR EVER has also launched a micto-site hd-not-retouched.com that features a video that they created to complement the ads with some behind the scenes footage of the shoot.