# Non-Retouch Cosmetic Campaigns The You to You Make Up For Ever Ad Reveals Real from Fake By Jamie Danielle Munro | Published 2011-06-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/you-to-you-make-up-for-ever References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/06/make-up-for-ever-hd-not-retouched/) & [youtoyou.fr](http://www.youtoyou.fr/) The You to You Make Up For Ever ad shows how easy it is to retouch anything in an advertisement. However, to promote the effectiveness of the brand, You to You agency demonstrates how the Make Up For Ever company does not retouch any of their models for the commercial. Retouching is done with almost every [makeup commercial](https://www.trendhunter.com/trends/americas-next-top-primer) and photoshoot these days, and this campaign emphasizes how the [natural look](https://www.trendhunter.com/trends/we-belong-to-something-beautiful) is better. Not completely natural of course, otherwise the brand would be out of business, but at least this [makeup company](https://www.trendhunter.com/trends/it-feels-good-to-be-seen) is confident to show how their products do not need digital enhancement. This You to You Make Up For Ever ad does a great job at showing how the brand's products stand strong without the use of computer alterations. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 18% | Activity: 37% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Non-retouched Advertising:** Brands can promote the effectiveness of their products by creating non-retouched advertising campaigns, showcasing the natural beauty of its models. - **Authentic Beauty:** The trend towards authentic beauty celebrates imperfections and underscores the need for genuine representation in advertising. - **Realistic Marketing:** Marketing that aligns with real life, rather than idealized photoshopped imagery, could appeal more to consumers in search of truth in advertising. ### Sectors Adopting This - **Cosmetics:** The cosmetics industry could benefit from this trend by promoting the inherent beauty in flaws and the use of non-retouched images in all of their campaigns. - **Advertising:** The advertising industry could benefit from this trend by promoting authentic representation and showcasing the natural beauty of its models in all of its campaigns. - **Fashion:** The fashion industry could benefit from this trend by using non-retouched images of models to promote body positivity and diversity on the runway and in advertising. ## Related on Trend Hunter - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.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) - [Effortless Skincare Campaigns](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me.md) - [Unretouched Photography Books](https://www.trendhunter.com/trends/dove-reimagine-beauty.md) - [Reality TV Cosmetic Campaigns](https://www.trendhunter.com/trends/it-cosmetics-keep-it-real-campaign.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Empowering Skincare Campaigns](https://www.trendhunter.com/trends/skincare-campaign-1.md)