In Brief

The beauty brand creates fake program function to highlight how graphic designers distort real beauty.

Personal care brand Dove is known for its campaign for real beauty, encouraging women to be confident and feel comfortable in their own skin. The Canadian division of the brand is now targeting the people that contribute to women not feeling confident: the graphic designers, photo retouchers and art directors that manipulate our perceptions of beauty by changing women’s shapes in advertising.

The Retouching Campaign, by Ogilvy Toronto, involved creating a fake Photoshop function, free to download, which was advertised as a ‘beautify’ tool that adds a skin glow to any picture in the editing program. However, once the user presses the button, it actually undoes all changes that have been made to the picture.

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