Aerie Gets ‘Real’ In New Retouching Campagin

By Danielle Sampsell, Communications Committee Member

 What makes a good PR campaign? Is it the large amount of increased awareness caused by a campaign? Could it be the greater exposure given to your brand from a campaign? Or maybe, a good campaign is one that goes against the typical norms and really makes a statement in society.

Photo Courtesy of Aerie.com

Photo Courtesy of Aerie.com

Aerie, American Eagle’s sister lingerie company, launched their spring 2014 “Aerie Real” campaign, featuring models of all sizes in unretouched photos. “Get Real. Think Real. No Supermodels. No Retouching. The real you is sexy,” reads Aerie’s motto for its newest collection.

Instead of using supermodels and airbrushing away their every itty-bitty “apparent” flaw, Aerie has chosen to use “real” girls of all shapes and sizes. Aerie has now become the second women’s brand, Dove being the first, to open up the doors of communication about the true meaning of beauty.

In a world where the media is constantly bombarding women with pictures and articles on how they should look, Aerie is cutting through the noise in an attempt to tell all women that they are beautiful. In a recent national survey conducted by the National Association of Anorexia Nervosa and Associated Disorders, 69 percent of girls in grades 5 – 12 reported that magazine pictures influenced their idea of a perfect body shape. If these girls actually knew how much airbrushing and Photoshop went into making the supermodels appear to be flawless, maybe then they would understand that no one can be perfect. However, as PR people know, perception tends to trumps reality.

 

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