Aerie experienced a remarkable 20% increase in sales after they decided to stop photoshopping their advertisements. This bold move, which lasted for two years, resonated deeply with their customers, who embraced the brand’s more inclusive approach. By opting for unretouched images and showcasing a diverse array of women, Aerie made significant strides in promoting body positivity. While they didn’t exclusively feature non-models, this shift is a notable advancement for a lingerie brand.
The company’s parent organization, American Eagle, only saw a 7% rise in sales during the same period, according to Mashable. “It was crucial for us as a brand to present REAL images that inspire self-confidence,” stated Aerie’s global brand leader, Emma Reed. In an industry often criticized for unrealistic portrayals, Aerie’s commitment to authenticity has proven successful.
The positive response extended beyond sales; Reed noted that the buzz on social media has been overwhelming. The #AerieREAL campaign, launched in 2014, has spurred women to celebrate their bodies in all shapes and sizes, garnering over 33,000 Instagram posts. As one proud Aerie mom shared, the campaign has encouraged a movement of self-love.
Aerie’s approach shows that genuine beauty can thrive without the need for digital alterations. Reed emphasized, “We are committed to challenging traditional beauty standards by celebrating inclusivity and promoting unique beauty in a positive way.”
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In summary, Aerie’s decision to stop retouching their models not only led to a significant sales boost but also sparked a movement of body positivity and inclusivity. Their commitment to showcasing real beauty continues to inspire women everywhere.