Last but not least: Back to reality

For years, photoshoppers have been dictating an unnaturally perfect image of beauty with their retouching, which doesn't have much to do with reality. Proportions are shifted, skin is smoothed out, and every little blemish is erased. Dove has been committed to natural beauty for years and wants to encourage women to like their own bodies as they are. As early as 2006, the company made its debut with Tim Piper's film "Dove Evolution"caused a worldwide sensation. The clip showed in 75 seconds how an ordinary woman became the face of an imaginary cosmetics campaign using all the cheating tricks of the industry.

Dove's latest prank in the fight against dysfunctional beauty perception can be attributed to Ogilvy Toronto. The agency distributed a Photoshop action on the Internet that promised the infamous "Skin Glow Effect." Photoshop actions combine multiple steps and execute them with just one click of the mouse. People who are too lazy or have little idea about the program download files provided by other users and import them into Photoshop. Complex, elaborate work chains thus become child's play.

However, the supposed skin-perfecting action triggered a different effect: It undid all the changes made so far in one fell swoop and showed the photo again in its original state. Provided with the writing "Don't manipulate our perceptions of real beauty". (hae)