Real Women, Real Beauty – No7 Say No to Airbrushing

Here’s a beauty campaign we can definitely get behind.

While we’re all for embracing what nature gave you, the vast majority of women enjoy experimenting with makeup to emphasise the features we like best.

Of course when adverts are rife with digital manipulations like airbrushing, the products are never going to have the same ‘miracle makeover’ effect on you, and your expectations are set way too high.

That’s why we applaud the new ‘Ta Dah’ campaign from Boots beauty brand No7.

With no air-brushing or re-touching, No7 have chosen real women from all walks of life in a ‘street cast’ that’s a world away from flawless models with fake tan, lashes, hair and more.

Aged between 25 and 55, the women featuring in the campaign include a charity worker, a nurse and a visual artist. The central message of the campaign is that we all have something in common, the positive emotions we experience when trying the cosmetics.

We have homegrown representation in the new adverts also, in the form of 27-year-old Dubliner Louise Butler. Visual artist Louise features in the new No7 TV ad. Speaking about the campaign, she said: “Obviously companies often want a model to make their product look beautiful but ordinary women are beautiful in their own way and we have character that people can identify with. It’s an attainable kind of beauty. Women can see it and think ‘I could wear that look,” rather than looking at an airbrushed model and thinking she’d look amazing no matter what! I’m not a supermodel and if I can pull off a crazy red lip, anyone can!”

Irish visual artist Louise Butler stars in the new No7 campaign

We'll report back on the key products used in the campaign when we've had a chance to try and test, but for now No7 are getting full marks for effort from us...