Dove’s Photoshop Action Hoax

What Dove's "Beautify" Photoshop action was supposed to do...

What Dove’s “Beautify” Photoshop action was supposed to do…

I take a lot of pictures of myself for my blog, Parlor. In my post, “Aging in the Beauty Industry,” I shared my decision to not use Photoshop to remove specific flaws. The stance got me thinking about the Dove Campaign for Real Beauty.  Remember that great video, “The Evolution of Beauty,” that showed a model’s full transformation through hair and makeup, then Photoshop?

Well, the Campaign for Real Beauty is at it again. This time, the team out of Ogilvy Toronto created Photoshop action and made it available on sites that art directors, designers, and photo retouchers frequent.  If you aren’t familiar with Photoshop, actions automate a particular task that may otherwise take several steps to accomplish. The action they released named “Beautify” promised to make skin glow.

Unfortunately for those who downloaded it, it did not make skin glow. Instead, it reverted the photo back to its original state and added the message, “Don’t manipulate our perceptions of Real Beauty.” Don’t feel too badly for the retouchers all they had to do was hit “undo” to reverse the results of the action.

While I’m not sure that photo retouchers should be targeted they are only doing what they’ve been hired to do I think the idea is pretty rad. The Photoshop thing has gotten out of control, no? I understand touching up a blemish but do we really need to make an already beautiful model’s eyes bigger and neck longer?

At this point, in this age of perfection, anything unique draws my eye. It’s Jennifer Lawrence’s healthy body and Prince Harry’s freckles that catch my attention. Hopefully advertisers will catch on. Perfect is BORING. Of course, that’s just my opinion. I would love to know yours. What do you think of the stunt? A positive message or a mean trick?

 

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