Make Up For Ever invites fans and aspiring models to enter 'un-retouched' photo contest
Fashion and make-up lovers have long been subjected to picture-perfect advertising campaigns that feature flawless models and celebrities airbrushed to the point of absurdity.
Last spring, responding to the backlash against unrealistic images, Make Up For Ever launched 'the first un-retouched makeup ad.'
Now, the beloved French cosmetic brand is once again trumping the efforts of naysayers by hosting a contest in which fans and aspiring models can send in their own un-retouched photographs.
Look, no airbrushing! Make Up For Ever is launching an un-retouched modelling competition following its ads featuring no Photoshopping last year
Many deemed last year's ad a little self-satisfied – the brand was attacked by critics who said that using a young, pretty model in the photos was hardly a risk.
The message sent to the cosmetics company was that someone with youthful looks, a slim figure and perfect skin was always going to look pretty no matter what.
Determined to prove that the label is committed to its customers, Make Up For Ever is inviting anyone over the age of 18 to send pictures of themselves wearing the high-end make-up.
Aspiring models and cosmetics enthusiasts are encouraged to create their favourite looks using the range of products they love from the iconic Parisian brand to create picture-perfect make-up look.
Make Up For Ever has a cult following and mass consumer appeal on account of its high-performance products and extensive range of colours – asset that will no doubt yield a bevvy of keen beauties for competition judges.
The lucky winners will score a starring role in the next Make Up For Ever HD Complexion Starter Kit ad campaign.
The competition kicked off on January 2 and entry will remain open to all until February 1.
Finalists will be announced on the company's Facebook page though it is not yet clear whether the contest will rely on a voting system.