Keeping beauty ads natural

We hope the launch of the Boots No7 Ta-Dah campaign (MarketingWeek.co.uk 5 August) will encourage more beauty and fashion companies to run campaigns with the same commitment against airbrushed images of women.

Less digitally-enhanced images will reduce the pressure to look a certain way or aspire to a physical appearance that is impossible to achieve.

Girlguiding UK has conducted several pieces of research, including its annual Girls’ Attitudes Survey, which shows that body confidence is among the key concerns of girls and young women up and down the country and we feel that this should be addressed.

If the No7 campaign is successful then fashion and beauty companies may begin to understand thatimages of woman realistically portraying the effects of their products can meet their commercial needs without potentially undermining the self-esteem of their audience.

Laura Teasdale and Helen Smith
Girlguiding UK Advocates