There’s a new real beauty advertising campaign on the rise by American Eagle apparel’s lingerie line, Aerie. Its spring 2014 advertisements will not be featuring Photoshop retouched images. (Cue happy dance.)

Aerie seems to be taking their lead from Dove’s Real Beauty campaign who took a risk and cannonballed into the deep end of the body image pool 10 years ago, and fortunately surfaced with numerous viral advertisements that are changing the way women view themselves.

What makes Aerie different? It’s young. Founded in 2006, Aerie is aimed at the high school and college female demographic. Females between the ages of 15-21 are the most impressionable when it comes to their sense of body image and these self-opinions are often dictated by what is seen in the media.

Aerie hopes to make women feel confident about the body they’re rockin’ and is asking them to participate by tagging photos of themselves using the hashtag #AerieREAL. Because “the real you is sexy.” (oh, snap!)

Though the ads still feature beautiful girls with model-like features: hourglass figures, legs-for-days, blemish-free faces, it still beats the alternative where images are digitally sculpted and shaped by the strokes of an (air) brush.

What do you think about Aerie’s real campaign? Good idea? Bad idea? Marketing ploy?

Let me know in the comments!