Olay Will Stop Retouching Advertisements by the End of 2020

The P&G-owned skincare brand made the announcement at a panel in New York

Busy Philipps poses with a large container of Olay.
Busy Philipps stars in Olay's "My Olay" print campaign. Olay

Olay, the skincare brand owned by Procter & Gamble, will no longer retouch photos in its advertisements, it announced today at an event in New York City. The plan is to end all retouching in Olay’s advertising imagery—in print, digital, TV and out-of-home—by the end of 2020.

@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.