Aerie stopped photoshopping ads and sales increased 20%
Aerie stopped photoshopping ads for two years, and their customers loved it! The company was rewarded for their more inclusive branding with an increase in sales and tons of free publicity on social media.
Aerie made a conscious effort to stop retouching images while also representing a more diverse selection of women in their ads. They didn’t go as far to use “real” women (non-models), but we’ll go ahead and count this as some major progress for a lingerie brand. Customers seem to think so too. The company saw a spike of 20% in sales while American Eagle, their parent company, only saw a 7% increase in sales last year, Mashable reported.
With some more horrible examples of photoshopping going too far, it’s great to see a brand forego what many consider an unnecessary process. Aerie’s actions – and the corresponding increase in sales – prove that it’s entirely possible to sell intimate garments to ladies without pseudo-perfection. “In the industry today, it was important for us as a brand to give our girls REAL images to invoke self confidence,” Aerie’s global brand president Jennifer Foyle said.
In addition to increased sales, Foyle knows the decision was a huge success because of all the positive buzz the brand is getting on social media. #AerieREAL launched in 2014 as a way to announce the company’s new body-positive focus. Foyle explained that it’s “been a huge success with our customers and we have seen strong engagement on our social channels.” With more than 33,000 posts on Instagram alone, the campaign seems to be inspiring women to speak out about loving their bodies regardless of shape, size, or color. Here are a few shots shared by customers.
Hi world. My name is Natalie. I love my body. Yeah my body is chubby & fat .. Dare I say BIG! But let me tell you something.. I LOVE IT! Every inch of that belly, everything about my body is just so amazing. My breast, my stomach, my legs, everything! Okay am human, sometimes am just not feeling myself. It happens to the best of us. But I’ll say this, if you hate how you look, don’t. Please don’t. Never let anyone or anything put you down. You’re beautiful, sexy, better yet you’re YOU. Beautiful you. ❤️ #effyourbeautystandards #fuckyouropinion #bodypositive #lovinglife #aeriereal #aeri #bopowarrior #bodylove #selflove #bodypositivity #goldenconfidence #confidence #love #iloveyou #plussize #plussizefashion #swimsuit #selfie #selfietime
Thanks to @aerie for letting me #lovetheswimyourein and post an unretouched swim photo to support and donate to @NEDAstaff !! @iamiskra #iskralawrence #everybodyisbeautiful #tbt #summer15 #oyoazul #bluehole #capcana #puntacana #republicadominicana #vacation15 #memories #aeriereal #aerieswim #curves
A photo posted by @samysweetheart on
Was sitting at my local Barnes & Noble having coffee and just read my shopping bag! Can we all give a 🙌🏻 to @aerie?! They’re preaching body positivity and loving your REAL self and they’re doing this using REAL models and no retouching on their ads. Awesome!! Also – their bras are my favorite and they’re on sale for $25 until 5/22! Score! #aeriereal
We especially love this from an Aerie mama.
I am #aeriereal because sometimes motherhood looks like this. Sometimes your baby just needs to be held no matter the agenda for the day. So today I’m wearing her after my shower in my aerie underwear while I get ready. @aerie #aeriereal #makenzie #nomakeupyet #motherhood #itsnotalwaysbeautiful #worthit
A photo posted by Jessica Kirsch (@jkirsch818) on
Knowing now that real beauty works better than photoshopped fantasies, Aerie seems dedicated to showcasing authentic ideals. Foyle added, “We will continue to challenge conventional standards thorough celebrating inclusivity, unique beauty and uplift women in a positive approachable way.”