In recent years, a movement has gained strength that seeks to eliminate the excessive use of Photoshop in fashion and beauty campaigns. Cosmetic brands and major fashion houses are beginning to embrace the authenticity and diversity, gradually abandoning the extreme digital retouching that has dominated the sector for decades. This paradigm shift has profound implications for the way society perceives beauty and the impact of unattainable ideals on people, especially in girls y teenagers.
What exactly does saying goodbye to Photoshop mean? Essentially, it's about showing real bodies, with all their marks, wrinkles, pores, cellulite and other natural features that make us human. Not only does this foster a healthier relationship with our own bodies, but it also helps us to feel more comfortable with ourselves. body, but it also sends a powerful message: beauty does not need filters or unrealistic modifications to be valid.
The pioneering brands in naturalness and authenticity
Dove: A benchmark in the real beauty revolution
Dove has positioned itself as one of the first brands to challenge the standards traditional beauty trends. For years, its campaigns have included women of all ages, skin colors, sizes and shapes, celebrating diversity and authenticity. Initiatives such as its well-known “Real Beauty” campaign have served as inspiration for other brands seeking to adopt naturalness in their advertising strategies.
In addition, Dove promotes educational programs for teenagers, helping them develop a Self esteem It is healthy to understand that the images they see in the media do not always reflect reality. Initiatives like this are essential to counteract the negative effects of unrealistic beauty standards.
Asos: Pride in showing reality
The English firm Asos took a step forward in the fight against retouched photos by launching a swimwear advertising campaign that showed models as they are. The images revealed acne marks, stretch marks and other details that are usually erased in post-production. This was not only a gesture of authenticity, but also a statement of principles that was very well received by consumers. consumers.
In addition to giving up digital retouching, Asos is also working on areas such as sustainability, promoting recycling and fair working conditions. This comprehensive approach to social responsibility has strengthened its reputation among conscious consumers.
Desigual: Celebrating diversity from Spain
Spanish brand Desigual is another that has joined the authenticity movement. Its collaboration with Charli Howard for a summer campaign clearly demonstrated its commitment to reality: images of the model showed signs of cellulitis, moving away from the plastic perfection usually seen in the industry.
Desigual is not new to this inclusive approach. In 2014, it surprised the world with a campaign starring Winnie Harlow, a model with vitiligo. This project aimed to celebrate the individuality and the unique beauty under the motto “polka dots that exude attitude.”
Other notable examples
In addition to Dove, Asos and Desigual, many other brands have followed suit, contributing to a general change in the sector:
- Urban Decay:This makeup brand is known for its commitment to showing its models naturally, without unnecessary digital retouching, and its commitment to a diversity of ages, sizes and skin tones.
- American Eagle: Lingerie line Aerie launched its “Aerie Real” campaign, with impressive commercial results. By eliminating the use of Photoshop, they achieved a 9% increase in sales in their first few months.
- Target:With its #TargetSwim campaign, the department store brand set a standard by featuring unretouched swimwear images featuring models of various sizes.
The global impact: Bans and regulations
The impact of the anti-retouching movement has been so significant that even some governments have decided to intervene. Norway, for example, passed a law which obliges brands and influencers to warn if their images have been retouched. Similarly, France has required fashion publications since 2017 to indicate the use of Photoshop in their images.
These regulations seek to mitigate the psychological damage that unrealistic standards can cause, especially in children and young people. According to studies, exposure to ideal unattainable beauty is directly related to problems such as eating disorders and low self-esteem.
This change, although slow, is transforming the fashion and beauty industry, while fostering a more inclusive and empathetic society.
The gradual elimination of Photoshop in campaigns will reinforce a much healthier and more realistic standard of beauty. Brands that have already abandoned extreme retouching are marking a hopeful path towards accepting who we are, without filters or artifice.