Aerie experienced a remarkable 20% boost in sales after deciding to stop retouching their advertisements. For two years, the brand embraced authenticity, and customers responded positively to this shift in approach. The move not only enhanced their inclusive branding but also attracted significant attention on social media.
By prioritizing unretouched images and showcasing a diverse range of women in their campaigns, Aerie took a significant step forward for a lingerie company. While they didn’t exclusively feature non-models, this initiative marked a notable advancement in promoting body positivity. In contrast, American Eagle, Aerie’s parent company, only reported a modest 7% sales increase during the same period, as noted by Mashable.
“It was essential for us as a brand to provide our girls with REAL images to inspire self-confidence,” stated Aerie’s global brand president, Mark Johnson. With numerous examples of excessive photo editing in the industry, it’s refreshing to see a brand prioritize genuine representation. Aerie’s strategy demonstrates that it is possible to market intimate apparel without resorting to unrealistic portrayals.
In addition to the sales growth, Johnson recognized the success of their initiative through the positive feedback on social media. The #AerieREAL campaign, launched in 2014, aimed to promote body positivity and has generated over 33,000 posts on Instagram, encouraging women to embrace their bodies, regardless of shape or size.
With this newfound understanding that real beauty resonates more than digitally altered images, Aerie remains committed to challenging traditional beauty standards. Johnson emphasized, “We will continue to celebrate inclusivity and unique beauty, uplifting women in a positive and approachable manner.”
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In summary, Aerie’s decision to eliminate retouching has not only revitalized its sales but also sparked a broader conversation about body positivity and inclusivity in advertising.