UK-based makeup brand Collection Cosmetics has officially made it a contract clause to never use filters or digitally altered images in any of its branded campaigns or ads.
The move comes as part of Collection's "Real You" campaign fronted by Love Island's Olivia Bowen, aiming to celebrate filter-free branded content. The main way the brand is putting this into practice is with its new no-filter contract clauses. The new influencer and makeup artist contracts ensure that only "real" and nonfiltered images are associated with Collection products. This clause also prevents talent working with the brand from editing the appearance of themselves or models using any form of app or photoshop altering.
Research by Collection found that 80 percent of 16- to 29-year-olds felt that it was misleading when an influencer or celebrity uses a filter on a photo when promoting a beauty product. A staggering 85 percent of participants couldn't tell if a photo had been filtered or edited. And 65 percent believe influencers and celebrities play a vital role in sharing unedited photos - which is exactly why the brand chose to partner with Bowen. "As an influencer I know how hard it can be to show the real you and rely on filters, and with the 'Real You' campaign by Collection Cosmetics we can help make a change for the better," Bowen said via press release.
Collection joins a group of other beauty brands, including Skin Proud, that have introduced their own policies to tackle the issue, as well as petitioning and putting pressure on the Advertising Standards Authority (ASA) to ban photoshopping in product advertisements.