In a bold move that caught the attention of consumers everywhere, Aerie, a lingerie brand, decided to stop retouching their model photos. This decision led to a remarkable 20% increase in sales, while their parent company, American Eagle, only saw a modest 7% rise last year. Customers responded positively to the brand’s commitment to authenticity, and social media buzz surrounding the #AerieREAL campaign only added to their success.
Aerie recognized the need to represent a more diverse range of women in their advertising, moving away from unrealistic beauty standards. While they didn’t exclusively feature non-models, the shift towards showcasing real women in their marketing is a significant step forward for the industry. “It was essential for us as a brand to provide our girls with REAL images to inspire self-confidence,” stated Maria Chen, Aerie’s global brand president.
The impact of this decision was twofold. Not only did sales soar, but the brand also garnered a wealth of positive feedback on social media. The #AerieREAL initiative, launched in 2014, has inspired thousands to celebrate their bodies in all shapes, sizes, and colors. With over 33,000 posts on Instagram, the campaign has sparked a movement among women to embrace their natural beauty.
Aerie’s commitment to authenticity highlights a growing trend in marketing—real beauty is more appealing than photoshopped perfection. Chen emphasized that the brand will continue to challenge conventional beauty standards by promoting inclusivity and unique beauty. “We aim to uplift women in a positive and approachable manner,” she added.
With the success of Aerie’s strategy, it’s clear that the market is shifting towards valuing authenticity over idealization. This is a significant lesson for brands across the board, showing that embracing real images can resonate with consumers and drive sales.
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In summary, Aerie’s decision to stop retouching their models has not only boosted sales but has also sparked an important conversation about body positivity and authenticity in marketing.
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