Dove claims to be fighting female image manipulation at the source. Empty stunt?


I’ve blogged a couple of times about Dove’s well known ‘Campaign for Real Beauty’.

Thanks for Digital Buzz for drawing my attention to the following campaign extension, a fascinating attempt to influence those who retouch images of women into unrealistic and/or unhealthy proportions.

It’s worth repeating Digital Buzz’s comment which I agree with:

“I’m not quite sure if Photoshop Actions are used by retouchers on images like this these days, but the guys at Ogilvy Toronto have produced an interesting stunt reminding creatives, that Dove encourages ‘True Beauty’, by seeding a pre-packaged Photoshop Action that was disguised as ‘Beautify Action’ which when used, reverts any retouching to bring the image back to its original form, along with a message… Cool concept, but slightly misleading!”

In other words it’s an empty stunt. As is often the case with Dove’s campaign, this initiative operates on different nuanced levels, some of which are self-serving and suspect. Take a look:

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