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Make Up For Ever launches beauty campaign with no retouching

Filed by Lucire staff/March 17, 2011/12.49

Make Up For Ever

Make Up For Ever has done what so many beauty companies have declined to do—and in one move catapulted its brand into mainstream recognition.
   The company has released what it claims to be ‘the first unretouched makeup ad’, in a print and online campaign—appealing to consumers who demand a more no-nonsense message.
   The Paris-based company says the ads have been certified by a notary public.
   The ad depicts a beautiful woman snapping a photo of herself, promoting Make Up For Ever’s HD Invisible Cover Foundation. The foundation ‘was created to be used in front of unforgiving high definition video cameras and provides results so flawless that the need for retouching has been eliminated,’ hence the untouched approach for the campaign.
   Make Up For Ever is available at Sephora.

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