Make Up For Ever launched a campaign that was met with mixed reviews. They want to show us women that their HD Invisible Cover foundation is so good, the photos of the models are not retouched digitally. The website, hd-not-retouched.com gives us examples to prove this and helps us recreate the looks of their four models.
It’s time to give credit is where credit is due and tell you what they did right. The eye and lip make up on the models look very nice. They are tastefully done and easy for us to re-create or play with. Since each model has a different skin tone, any woman is going to see themselves in one of these photos.
The largest issue starts by looking at the close up of the model “Kim”. Any trained eye can see that her skin underneath is flawless. When a person with amazing skin uses foundation or powder, their skin will only look better. It isn’t hard to make skin look great when it already looks good.
This is an oversight on the part of Make Up Forever and should be corrected. Allowing their consumers to see the “before” and “after” photos of red, dry or acne prone skin would convince a lot more people that the product actually works.
What else Make Up Forever is missing in this campaign are a few key things that would really get the attention of women everywhere. The behind-the-scenes and making of photos on the website could have really made this campaign pop. Instead, they show gorgeous people, some of whom are getting some very extravagant make up done…and they might be making a Lady GaGa video.
Instead of the glamour of a photo shoot, they should have given us the nitty-gritty “before” photos. These models could have all been in comfortable clothes they wear every day with no make up on. Make Up Forever missed a big opportunity to show us what their make up and a little wardrobe can do to transform a regular person.
They could have also taken a clue from Dove’s Real Beauty Campaign which was a huge success. Make Up Forever should have given us something similar. Real women could have been transformed with their make up and a “before” and “after” photo shown.
Sure, that might be a bit too copycat. In that case, go back to using professional models. But, why not show us models without flawless skin then show the “before” and “after” photos? Give us a chance to really see that your foundation and make up will work for anyone. Showing me the wonders of a photo shoot and models with flawless skin didn’t sell me on your product. Besides, three steps and six products? No thank you. Anyone could spend less and get more from another product.