The Aerie #AerieReal Campaign Moves Away from Photoshop and Supermodels
Meghan Young — January 21, 2014 — Fashion
References: ae & refinery29
Taking a page from the Dove Real Beauty handbook, the Aerie #AerieReal ad campaign involves untouched photos of everyday women. A stark contrast from the images of perfect supermodels perpetuated by Victoria's Secret, the Aerie #AerieReal ad campaign encourages au naturel looks in order to encourage a healthier perception of beauty for its target demographic--teenagers and young adults.
Commenting on the Aerie #AerieReal ad campaign, the brand's style and fit expert Jenny Altman told ABC News, "We left everything: beauty marks, tattoos. It's a selling point because our customers represent this great demographic and they don't get to see what girls their age are really like." Although their models are still exceptionally gorgeous, they range in body types for a more realistic campaign.
Commenting on the Aerie #AerieReal ad campaign, the brand's style and fit expert Jenny Altman told ABC News, "We left everything: beauty marks, tattoos. It's a selling point because our customers represent this great demographic and they don't get to see what girls their age are really like." Although their models are still exceptionally gorgeous, they range in body types for a more realistic campaign.
Trend Themes
1. Body Positivity Campaigns - The rise of body positivity campaigns that feature everyday people instead of models presents an opportunity for beauty and fashion brands to address the mental health concerns of their audience and promote more inclusive representation.
2. Authentic Marketing - As consumers become increasingly wary of manipulative advertising practices, marketing campaigns that prioritize authenticity and transparency can help build stronger customer relationships and boost brand trust.
3. Unretouched Imagery - Unretouched imagery is becoming the new norm, creating an opportunity for brands to celebrate inclusive beauty and encourage self-love by featuring models of all shapes, sizes, and backgrounds.
Industry Implications
1. Beauty & Skincare - Beauty and skincare brands can cater to the growing demand for non-airbrushed imagery and foster inclusivity by using unretouched photos and featuring a diverse range of models in their marketing campaigns.
2. Fashion - The fashion industry can tap into the body positivity movement by embracing diverse body types and showcasing realistic, unretouched images in their advertisements and on their runways.
3. Marketing & Advertising - Marketing and advertising professionals can promote authentic and transparent branding by creating campaigns that celebrate diversity and inclusivity, and avoid practices that may be perceived as misleading or manipulative.
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