|Image: Procter & Gamble, Olay|
Olay has committed to accurately portraying women in advertising and media by setting realistic expectations to normalize authenticity in beauty and believing that age is just a natural progression and real woman are beautiful from the inside. The skincare brand will no longer retouch photos in its advertising imagery in print, digital, TV and out-of-home by the end of 2020. Quoting the campaign mission & vision:: To lead the movement to accurately portray women and girls in media, so that by 2020, they see themselves reflected as they truly are. ... The #SeeHer initiative is spearheaded by the Association of National Advertisers (ANA).
The notion of beauty, objectifying beauty and its complexities are changing and revelling in this fact that flaws, imperfections, wrinkles, cellulite, scars and moles are perfectly normal!