Aerie, the lingerie brand, made a bold move by eliminating photo editing from their advertisements, and the results were astounding. After two years of promoting unretouched images, the company experienced a remarkable 20% increase in sales, while their parent company, American Eagle, only saw a modest 7% growth in the same period, according to reports from Mashable.
By opting out of retouching and showcasing a broader range of women in their marketing, Aerie has taken significant strides towards inclusivity. While they didn’t exclusively feature “real” women, the shift marked a notable advancement for the lingerie industry. Customers embraced this change enthusiastically, demonstrating their support with a surge in sales. “As a brand, it was essential for us to provide our girls with REAL images to inspire self-confidence,” stated Aerie’s global brand president, Melissa Harper.
In a world where unrealistic beauty standards often dominate, Aerie’s choice to forgo excessive editing has resonated with their audience. The campaign, #AerieREAL, launched in 2014, has garnered immense traction on social media, with over 33,000 posts on Instagram highlighting women’s body positivity. Harper noted that this initiative has fostered strong customer engagement and a supportive community.
One particularly heartwarming post came from an Aerie mom, reflecting the brand’s commitment to showcasing genuine beauty. Harper emphasized, “We will keep challenging conventional beauty norms by celebrating diversity, unique beauty, and uplifting women in a positive way.”
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In summary, Aerie’s decision to stop retouching their models not only boosted their sales but also fostered a movement towards body positivity and authenticity in advertising.