oVertone Haircare Unveils New Statement-Making Video On The Culture Of Photoshopping In The Beauty Industry

The brand's video begins with a scene that parodies the common practice of image enhancement in the beauty industry. A young woman is being prepped for a commercial shoot by a "glam squad" when her hair, a wig, suddenly begins to change color — alluding to the idea that very often, advertising is edited to the point where it's no longer representative of the actual results a consumer can expect from a product. The video concludes with the statement, "advertising can be fake...meet the only hair color company that never digitally alters hair, bodies or results."

oVertone is known for their pigmented conditioners that simultaneously keep hair healthy and bright. For the best possible consumer experience, the brand provides unaltered before and after imagery on both their website and social channels. The imagery showcases human hair strands treated with oVertone to inform consumers of the effect of different colors on a variety of starting shades.

"One of the core values we practice as a company is honesty. When Maegan [Scarlett] and I started oVertone, we decided early on that showcasing real users, real people, in unaltered imagery was the right path for us," said oVertone Co-founder Liora Dudar. "It's not fair for consumers to be presented with unrealistic, unattainable depictions of body image or product efficacy. We simply didn't want to be a part of that."

"oVertone was created to make people feel good about their hair color, and to feel good in their own skin," added oVertone Co-Founder, Maegan Scarlett. "Airbrushing away the very things that make people unique would be in direct opposition of that message."

While oVertone's own core values direct their imagery decisions, The American Medical Association (AMA) also has a stance on photoshopping, especially when it comes to advertising directed at adolescents. The AMA encourages advertisers to "develop guidelines for advertisements, especially those appearing in teen-oriented publications, that would discourage the altering of photographs in a manner that could promote unrealistic expectations of appropriate body image."

In conjunction with the "advertising can be fake" video, oVertone shared an additional video that provides an inside look at their minimal photo editing process. Guided by the company's Photo and Video Producer, Demi DeHerrera, consumers are walked through how a photo used on the oVertone website — featuring actual users of the products in favor of professional models — is color balanced to more accurately represent hair colors as they are in real life. "This is the only sort of photo editing that we do. These girls really did have this awesome hair, we had a blast and you can see the real results right there {on the homepage image}," she explained.

Aside from promoting content that pushes for global inclusivity over more narrow definitions of accepted beauty standards, the brand also practices responsibility with its manufacturing processes. All oVertone conditioners are manufactured in the U.S., vegan, cruelty-free, sulfate-free, paraben-free, ammonia-free, and contain none of the harsh alcohols or chemicals typically found in hair dye products. Their products range in price from $8 to $29.

About oVertone:
Motivated by years of damaged and faded hair, oVertone founders Maegan Scarlett and Liora Dudar created a product they had always wanted – a conditioner that would hydrate hair between dye jobs and keep it looking as bright on day 60 as on day 1. oVertone has quickly established itself as a household name in the hair coloring industry since its launch in 2014, and has helped thousands keep their hair healthy and bright every day. The company is headquartered in Denver. For more information or to purchase products, visit overtone.co.

SOURCE oVertone

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