# Photoshop Boycott Beauty Contests Make Up For Ever Unretouched Campaign is All About the Makeup By Katherinev123 | Published 2012-01-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/make-up-for-ever-unretouched References: [blog.birchbox](http://blog.birchbox.com/post/15315792061/make-up-for-evers-new-unretouched-ad) & [hd.makeupforeverusa](http://www.hd.makeupforeverusa.com/##) Earlier this year, makeup brand Make Up For Ever released an advertisement that came with the headline, "You’re looking at the first [unretouched makeup ad](https://www.trendhunter.com/trends/it-feels-good-to-be-seen)," and now it is driving home the point with its second Make Up For Ever Unretouched campaign. The Make Up For Ever Unretouched campaign asks consumers to submit pictures of themselves wearing Make Up For Ever products -- but with zero Photoshopping. The campaign runs from Jan. 2 to Feb. 1 and people can participate by uploading photos of themselves on the campaign's dedicated site. The brand will then choose a winner, post his or her image on [Facebook](https://www.trendhunter.com/trends/manmades-the-boxer-brief), and that person will be the star of Make Up For Ever's [upcoming unretouched advertising campaign](https://www.trendhunter.com/trends/we-belong-to-something-beautiful) to promote the brand's HD Complexion Starter Kit. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 43% | Activity: 63% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Unretouched Beauty Campaigns:** There is an opportunity for brands to promote their makeup products and services by embracing natural beauty in their ad campaigns. - **Consumer-generated Content:** Brands can attract and engage customers by inviting them to contribute user-generated photos and videos to their ad campaigns. - **Embracing Imperfections:** Advertising campaigns that celebrate and showcase real people with their imperfections can be a successful disruptor in the beauty industry. ### Industries Being Reshaped - **Beauty and Personal Care:** The beauty industry can embrace a new trend by creating product promotions that showcase unretouched images of customers using their makeup products. - **Advertising:** There is a disruption opportunity in the advertising industry to move away from unrealistic beauty standards by featuring unretouched images of people in ad campaigns. - **Social Media:** By promoting and sharing consumer-generated content on social media, businesses can cultivate brand loyalty and advocate for body positivity. ## Related on Trend Hunter - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Unretouched Photography Books](https://www.trendhunter.com/trends/dove-reimagine-beauty.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Authentic Skincare Campaigns](https://www.trendhunter.com/trends/authentic-skincare-campaign.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Authentic Ambassador Campaigns](https://www.trendhunter.com/trends/the-realest-person-on-earth.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [All-Asian Beauty Campaigns](https://www.trendhunter.com/trends/maybelline-face-the-difference.md)