Olay是最新一家停止修图的公司
Olay Is the Latest Company to Quit Photo Retouching

Olay Is the Latest Company to Quit Photo Retouching

Olay是最新一家停止修图的公司

Olay正在改变其广告中模特的数码造型。宝洁旗下的护肤品牌Olay在周三举行的一次会议上宣布,将在今年年底前逐步淘汰广告中的修图。

Olay在其广告中加入了“皮肤承诺”的图形,让观众知道,广告中的女性并没有使用照片编辑软件改变皮肤状态。该公司表示,这将是美国第一个在广告材料中以零皮肤修饰为特色的大众护肤品牌。

图像来源:Olay。

各大品牌都在寻求一种自然的形象

近年来,护肤品、服装和化妆品品牌因对广告中模特的外形进行数字化修改而遭到抵制,批评者称,编辑软件的使用助长了不切实际的美容标准,在某些情况下歪曲了产品的功效。这种强烈的反应促使一些公司放弃了这种做法,同时也突显出,他们利用更贴近生活的广告,将自己与竞争对手区分开来。

据美国全国广播公司财经频道(CNBC)报道,2014年,美国鹰牌旗下的Aerie品牌停止使用编辑软件来改变模特的外貌,而该品牌对身材的追求帮助它从维多利亚的秘密手中夺取了市场份额。联合利华旗下的多芬品牌和药品零售连锁店CVS等其他著名的“无 修饰”趋势的支持者。随着《Vogue》杂志上的自然形象,以及消费者能够通过社交媒体活动对品牌施加压力,时尚和美容行业很有可能会有更多的公司放弃大量的数字修图,而那些没有这样做的公司可能会越来越多地发现自己成了众目成心的目标。

Olay is moving away from digitally altering the appearance of models featured in its ads. The skincare brand, which is owned by Procter & Gamble (NYSE:PG), announced at a conference held on Wednesday that it would phase out skin retouching in its advertisements by the end of the year.

Olay is kicking off the transition by including a "Skin Promise" graphic on its ads to let viewers know that the women featured have not had the look of their skin altered using photo-editing software. The company says that it will be the first mass skincare brand in the U.S. to feature zero skin retouching in its advertising materials.

Image source: Olay.

Brands are seeking a natural image

Skincare, apparel, and cosmetics brands have faced push back in recent years for digitally altering the appearances of models used in their ads, with critics stating that the use of editing software promotes unrealistic beauty standards and misrepresents the efficacy of products in some cases. The backlash has prompted some companies to move away from the practice -- and also highlight their use of advertising that's more true to life as a factor that differentiates them from competitors.

American Eagle's Aerie stopped using editing software to change its models' appearance in 2014, and the brand's body-positive approach helped it capture market share from Victoria's Secret, according to CNBC. Other notable proponents of the no-retouch trend include Unilever's Dove brand and pharmacy-retail chain CVS. With natural images in vogue and customers being able to put pressure on brands through social-media campaigns, there's a good chance that more companies in the fashion-and-beauty industry will move away from heavy digital retouching -- and those that don't may increasingly find themselves in the crosshairs.

Olay is moving away from digitally altering the appearance of models featured in its ads. The skincare brand, which is owned by Procter & Gamble (NYSE:PG), announced at a conference held on Wednesday that it would phase out skin retouching in its advertisements by the end of the year.

Olay正在改变其广告中模特的数码造型。宝洁旗下的护肤品牌Olay在周三举行的一次会议上宣布,将在今年年底前逐步淘汰广告中的修图。

Olay is kicking off the transition by including a "Skin Promise" graphic on its ads to let viewers know that the women featured have not had the look of their skin altered using photo-editing software. The company says that it will be the first mass skincare brand in the U.S. to feature zero skin retouching in its advertising materials.

Olay在其广告中加入了“皮肤承诺”的图形,让观众知道,广告中的女性并没有使用照片编辑软件改变皮肤状态。该公司表示,这将是美国第一个在广告材料中以零皮肤修饰为特色的大众护肤品牌。

Image source: Olay.

图像来源:Olay。

Brands are seeking a natural image

各大品牌都在寻求一种自然的形象

Skincare, apparel, and cosmetics brands have faced push back in recent years for digitally altering the appearances of models used in their ads, with critics stating that the use of editing software promotes unrealistic beauty standards and misrepresents the efficacy of products in some cases. The backlash has prompted some companies to move away from the practice -- and also highlight their use of advertising that's more true to life as a factor that differentiates them from competitors.

近年来,护肤品、服装和化妆品品牌因对广告中模特的外形进行数字化修改而遭到抵制,批评者称,编辑软件的使用助长了不切实际的美容标准,在某些情况下歪曲了产品的功效。这种强烈的反应促使一些公司放弃了这种做法,同时也突显出,他们利用更贴近生活的广告,将自己与竞争对手区分开来。

American Eagle's Aerie stopped using editing software to change its models' appearance in 2014, and the brand's body-positive approach helped it capture market share from Victoria's Secret, according to CNBC. Other notable proponents of the no-retouch trend include Unilever's Dove brand and pharmacy-retail chain CVS. With natural images in vogue and customers being able to put pressure on brands through social-media campaigns, there's a good chance that more companies in the fashion-and-beauty industry will move away from heavy digital retouching -- and those that don't may increasingly find themselves in the crosshairs.

据美国全国广播公司财经频道(CNBC)报道,2014年,美国鹰牌旗下的Aerie品牌停止使用编辑软件来改变模特的外貌,而该品牌对身材的追求帮助它从维多利亚的秘密手中夺取了市场份额。联合利华旗下的多芬品牌和药品零售连锁店CVS等其他著名的“无 修饰”趋势的支持者。随着《Vogue》杂志上的自然形象,以及消费者能够通过社交媒体活动对品牌施加压力,时尚和美容行业很有可能会有更多的公司放弃大量的数字修图,而那些没有这样做的公司可能会越来越多地发现自己成了众目成心的目标。