Sometimes, an advertising campaign and a PR push can be one and the same. Case in point: American Eagle’s new campaign for its lingerie line Aerie.
In a world dominated by Victoria’s Secret’s idealized and highly airbrushed “angels,” the company’s making a big statement in promoting that all the photos of its models are Photoshop-free.
Jenny Altman, the line’s style and fit expert, told ABC News
about the thinking behind the campaign:
We left everything. We left beauty marks, we left tattoos, what you see is really what you get with our campaign. It's a selling point because our customers represent this great demographic and they don't really get to see what girls their age really look like.
She added, “They are still models, they're still gorgeous; they just look a little more like the rest of us.”
Similar in some ways to Dove’s “real beauty” campaign, Aerie’s new approach seems to be striking a chord. Virtually every Facebook comment about the campaign
has been positive.
“I'm so glad someone is finally making this stand!” one commenter said. “The model in this picture looks happy AND healthy! Loved aerie before, but love them even more now!”
Another commenter said she is recovering from an eating disorder and is proud of Aerie for being brave.
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A few complaints are scattered in the Facebook comments, but they aren’t really about the campaign itself. They’re about the availability of particular bra sizes. One asks why the company bothers to show a plus-size model when they don’t seem to have bigger bras available in stores.
Still, the push is proving popular. Aerie has even asked fans to send in pictures of themselves
(not in their underwear) to be featured on its website.