Olay is moving away from digitally altering the appearance of models featured in its ads. The skincare brand, which is owned by Procter & Gamble (NYSE: PG), announced at a conference held on Wednesday that it would phase out skin retouching in its advertisements by the end of the year.
Olay is kicking off the transition by including a "Skin Promise" graphic on its ads to let viewers know that the women featured have not had the look of their skin altered using photo-editing software. The company says that it will be the first mass skincare brand in the U.S. to feature zero skin retouching in its advertising materials.
Image source: Olay.