Heavy skin retouching that creates the illusion of pore- and line-free faces is, unfortunately, a common practice in both commercial ads and on social media. In some refreshing news, Olay has announced they are challenging this norm with a new “zero skin retouching” policy in the U.S. and Canada.

The “Olay Skin Promise” includes content created by influencer partners of the brand – actor Busy Philipps, comedian Lilly Singh and model Denise Bidot are the first to hop on board, already appearing in untouched ads.

“For Olay to take this stand and say, ‘We’re about skincare, we’re about having you feel your best and having you feel like your most confident self’, it’s a really big deal,” Philipps stated in a press release. “The more huge companies like Olay that can stand up, the better everyone’s going to be. You want to see yourself reflected. You don’t want to see something that’s completely unattainable because that’s not real.”

She posted photos of herself next to a billboard image in New York City with the caption, “I have to say, seeing my face and our @olay ad all over Times Square this morning was beyond surreal. I’m so proud of the commitment Olay has made to ZERO RETOUCHING in ALL OF THEIR ADVERTISING! 👏🏼👏🏼”

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I have to say, seeing my face and our @olay ad all over Times Square this morning was beyond surreal. I'm so proud of the commitment Olay has made to ZERO RETOUCHING in ALL OF THEIR ADVERTISING! 👏🏼👏🏼 @lilly @denisebidot WE LOOKED GREAT TWENTY-TWO STORIES TALL❤️😭 #olayskinpromise #olaypartner **on a personal note, I just remembered pulling a suitcase through times square (right across the street from where I'm standing in this picture!) at 24, post Dawsons Creek, having flown myself to New York for some auditions and feeling like my career was already over; I was so unsure where I was going or what I was going to do next. A police officer asked me if I needed help (it wasn't hot cop😂)and I almost started to cry, I must have looked so lost. Anyway. My point is, you never know; you just never know. ❤️

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Olay joins other brands in pledging to showcase natural skin and bodies, like Aerie, which has been running untouched photo ads with #AerieREAL.

Considering only three out of 10 women surveyed by McCann Worldgroup Canada said they can identify with most of the women they see in ads, there’s hope those numbers will only rise from here.

Christopher D. Heiert, vice president and general manager for Olay, summed it up in the press release: “Olay believes that, for many women, being inspired to face anything starts with seeing women who look like themselves in the ads they are seeing on a daily basis.”

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