US – Luxury B2B skincare brand Babor has launched an awareness campaign in collaboration with All Woman Project (AWP), a non-profit-making organisation that pioneers unretouched images of women in photo and video campaigns.
The series of images promote the collaborative Beauty Ampoule Set, with half of the profits donated to AWP. The models include founders Charli Howard and Clémentine Desseaux, alongside activists, mothers and editors, all of whom are shown in skin-coloured underwear with minimal make-up to reinforce the message that ‘women do not need to be changed to be beautiful’.
‘Just as in life, women have more or less insecurities when it comes to their bodies. Some of them want to be more covered up, some of them don’t mind being totally bare. But overall, our models have very minimal make-up on,’ Desseaux tells LS:N Global. ‘[We] did not try to hide anything or change their natural beauty.’
In our Rethinking Bodycare microtrend, we examine how beauty brands are now using ad campaigns to celebrate the body in a way that was traditionally reserved for the face.