Hoping to serve as a breath of fresh air for the industry, beauty equipment brand LPG has brought out a new French advertising campaign that rejects the use of digital retouching.

Described as a ‘pioneer and visionary company’, it believes the promotional material for its new body toning professional system follows a new direction for advertising – projecting a ‘realistic’ view of beauty. The poster model used was a 39 year old mother of two while the use of digital enhancement of the images in post-production – used commonly in editorial and advertising – has been rejected.

Christian Gagnière, LPG Systems Marketing Director, said: “Our major innovation in 2011 is a new ‘non-standard’ communication campaign, since we are one of the first companies worldwide to implement an advertising campaign based on non-retouched photos.”

The advertising campaign comes in the wake of numerous run-ins between beauty compmanies and the Advertising Standards Authority. Most recently L’Oreal UK was forced to to pull campaigns featuring Christy Turlington and Julia Roberts for their 'misleading' message.

LPG believes the move will reinforce its brand principles which are loyal to the idea of natural, responsible beauty.