#FilterDrop is the Instagram campaign launched by make-up artist and model Sasha Louise Pallari who invited women to show themselves without filters, publishing their natural faces. The campaign quickly went viral and asked the big make-up brands and influencers who advertised the products to declare whether they use of filters or not.
The makeup artist, in addition to promoting the campaign, has done much more. First, she asked for new guidelines on how products are advertised on social media and filed an official complaint with the ASA, the Advertising Standards Authority (ASA) in the UK, which ruled against those advertisements that “misleadingly exaggerate the effect that the product was able to obtain”.

The intent is to combat paid beauty ads, where beauty filters are used to sell products, where the skin of the face appears smooth and flawless, with full lips, a smile without imperfections and expression lines, soft and flowing hair. Distorted images, which create complexes about one’s body, especially in adolescents, and which in the long run have a negative impact on the self-esteem of these young women who enter life.
In fact, the home mirror, despite the use of these products, reflects a completely different image from the one that appears on social media.
Setting unattainable beauty standards can become dangerous, getting overwhelmed and ensnared by misleading advertisements can become frustrating. For this reason, the use of social filters must be done with awareness, moderation and above all must not be misleading.

The campaign was immediately confirmed by the many Instagram influencers who began to show themselves without deceptive filters and to post #Skin positivity messages, because everyone, also with their imperfections, is a special being.