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Dove Lets Customers Know That Its Ads Haven’t Been Altered

Dove Lets Customers Know That Its Ads Haven’t Been Altered
Shopper Marketing & Promotions

The company is committing to cosmetic transparency by placing a symbol on its marketing materials that lets shoppers know no digital manipulation was involved, helping to promote more realistic standards of beauty

Sara Roncero-Menendez
  • 28 june 2018

It’s no secret that the beauty industry uses photo manipulation to create flawless results that are unattainable in order to sell their product. Beauty brand Dove is looking to change that by adding a new, special symbol to its advertising called the ‘No Digital Distortion Mark,’ making it clear to customers that the ad has not been edited in any way.

The logo will be used on the company’s branded content starting this July, with the goal of adding it to all of the brand’s marketing materials by January 2, 2019. The tool is part of the Dove Self-Esteem Project, which has promoted body confidence and self-esteem education since its creation in 2004. The mark is also a continuation of the Real Beauty Pledge, a recommitment in 2017 to portraying “what is real, true and accurate for women and beauty.”

And Dove isn’t the only one hoping that transparency equals more brand trust. Pharmacy company CVS is implementing a similar method, using a special mark in order to indicate which images of beauty products have not been altered or digitally manipulated. Making altered images evident to consumers helps promote healthier and expanded beauty standards, and responds to consumer fatigue of non-representative images within retail.

Dove


Lead image: Dove via Facebook

+advertising
+beauty
+Distortion-Free Advertising
+dove
+Shopper Marketing
+transparency

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