Photoshop free

On the cover of this month's French-edition of Maire Claire magazine you'll see a lettering that says "100% Sans Retouches" which means the edition is totally photoshop-free.  Another good example of a consumer trend that has been with us for a while now and my feeling is it's here to stay:  the search for authenticty.  In a climate of uncertainty and a mistrust in brand marketing, the interest people are finding in anything that keeps it real.  A positive attitude towards 'what you see is what you get'.    

You see this trend's manifestation from furniture retail (think Design Within Reach) to food (Innocent comes to mind as well as the recent launch of Haagen-Dazs Five) and now making it to the editorial world.