As consumers become more critical of images that promote unrealistic beauty ideals, fashion brands like Bluenotes are following suit by launching campaigns that feature unedited images.
Although the models still sport full makeup, the lack of airbrushing and Photoshop allows the brand's consumers, who are mostly young women and men, to see that no one is as perfect as much of mainstream media has consumers believe.
Asia Lewicki, Bluenotes' Director of Marketing, explained the campaign by saying, "Our core consumers are teens and twenty-somethings and we wanted to lift the stereotypes and the pressure about that 'perfect image' through this authentic and unretouched campaign. We hope to inspire others to share their unfiltered images on their social channels."
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