Boots cosmetic brand No7 has launched it's airbrushing-free 'ta dah' campaign in a bid to break the beauty mould and use real life women to promote their products.
With no exaggerated lashes and not a single retouch, the refreshing confidence campaign signals a transition from unachievable make-up to easy-to-master looks.
The campaign shows close up shots of fake eyelash free women without any digital enhancements. That's right, they look just like the rest of us.
No7 have stated that the campaign will not ‘misrepresent the efficacy’ of its products. Could this mark the end of excessive-production techniques in cosmetic advertising?
We're all guilty of relying on our Instagram filters a little too often, but make-up is the best way to make the most of what you've got without going OTT on the technology trickery.
In the series of images and videos No7 shows us how everyday women can transform their look using simple make-up techniques.
The women tell their make-up stories before stepping out of their comfort zones and exploring a whole new look.The post-pamper result? Real life women with confidence and control.
Check out Yasmin's No7 make-up portrait
Are you inspired by No7's real life beauty campaign? Tweet us @sofeminineuk