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Cult Beauty - Evergreen content shoot

The first brand-led 'evergreen' shoot for Cult Beauty, showcasing beautiful un-retouched skin –
challenging the perfectionism we so often see in the beauty industry. 
I commissioned talent, oversaw casting and directed the shoot.

Photography + Casting by Hanna Hillier
Hair + Make up by Scarlett Burton

We then launched the 'Summer of Body Positivity' and 'Can't (Re)Touch This' campaigns – committing to never retouching skin and signing the Body Image Pledge, with an open letter to the government and introducing the 'Beauty Untouched' watermark across our imagery and content. The aim was to motivate the Government to review its policy surrounding body imagery and make it mandatory for brands, advertisers and influencers to state when an image is digitally tweaked, as well as encourage all content creators to pause before publishing digitally manipulated photographs.

Read more here.
 

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