aerie Launches "Aerie Real" Ads With No Retouching
American Eagle's lingerie brand has released a new ad campaign featuring models who have NOT been retouched. We think it's a smart move, especially for a company targeting 15-21-year-olds.
The ads stress aerie's commitment to promoting diverse beauty that goes against the glossy, unattainable grain:
DEAR AERIE GIRLS,
We think it's time for a change. We think it's time to GET REAL and THINK REAL. We want every girl to feel good about who they are and what they look like inside and out. This means NO MORE RETOUCHING OUR GIRLS AND NO MORE SUPERMODELS.
Why? Because there is no reason to retouch beauty. We think THE REAL YOU IS SEXY.
Fashion and beauty companies have traditionally argued that consumers don't respond when reality is reflected in ads, that aspirational "perfection" is what really sells products. But there is some compelling research indicating that there is a healthier alternative to this insecurity-based marketing. In a study of more than 2,500 women, modeling agent Ben Barry found that women increased their purchase intentions by more than 200 percent when the models in the mock ads he created were their size. So if size diversity sells, it's not a stretch to think that women would also respond positively to ads that show a version of beauty that isn't dependent on a computer program. Aerie is clearly willing to test that theory.
What do you think of the aerie ads?