First we had Twiggy proudly baring her 'life' lines in Olay's anti aging commercial, then actress Miranda Richardson doing the same in No7's Lift and Luminate campaign and now cult body brand Mama Mio have launched their first ever totally un-retouched advertisement. Starring 42 year old mum of two Simone and her amazingly flat, smooth baby-weight-free stomach! The latest in what's quickly becoming a very definite trend - beauty brands such as Dove, No7 and Olay were the first to jump on board, this au natural campaign has got beauty insiders all of a twitter!
Now here at Grazia Daily we're all for keeping it real and Simone's stomach is most definitely impressive, but we want to know whether the whole 'no retouching' movement is set to be the way forward or is it just a flash in the beauty pan?
According to Sian Sutherland, founding partner and chief of Mama Mio, 'It was imperative that we did not airbrush our lovely model. And this is exactly what she looks like.' And lucky Simone - we hope we all look that way after two kids but is this new anti-airbrushing trend something that inspires you to go forth and shop, to invest in sometimes incredibly expensive anti aging creams? Or would you prefer to be inspired by the flawless faces and bodies of the world's hottest super models even if you know it's 100% achievable? We would LOVE to know what you think! Comments below please!
- Liz Hambleton, Contributing Beauty Editor