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Real beauty

Lingerie brand’s vow to ditch Photoshop pays off

July 16, 2015

Victoria’s Secret now has a serious competitor after American Eagle’s lingerie brand Aerie launched its advertising campaign using photos that have not been digitally altered. The images show girls of all shapes and sizes that have not been re-touched by Photoshop. As a result, the campaign is much more relatable than most other competing companies, especially compared to the Victoria’s Secret “Angels.” According to the brand, the idea paid off in more ways than one. Sales have climbed by nine percent since last year, and the ad campaign was awarded the first NEDA Inspires Seal of Approval by the National Eating Disorder Association this spring. The campaign has been named “Aerie Real” and aims to “communicate there is no need to retouch beauty and give young women of all shapes and sizes the chance to discover amazing styles that work best for them,” said Jennifer Foyle, Aerie’s brand president.

Read the full story at Business Insider.