Now, Olay is making waves in terms of challenging those ideals with the announcement that it will no longer retouch any of its photos in adverts shown in print, digital, TV and out-of-home by the end of this year.

The news was announced yesterday (19 February) in New York, and it comes at the same time of its new campaign, My Olay, starring Lilly Singh, Denise Bidot and Busy Phillipps – who announced that under the terms of her Olay contract isn’t allowed to use Botox or fillers to alter the way she looks.

The brand also announced a ‘real skin promise’ badge which will appear on images that haven’t been retouched in North America. Speaking about the commitment, Olay’s senior communications manager, Kate DiCarlo, said that it’s a “massive undertaking, but if a brand as large as Olay can do this, anyone can do this.”

Olay is stopping retouching all of its photos by the end of this year