The New Part of Dove's Real Beauty Campaign Reverts Photoshoppin
Andrew Sztein — March 8, 2013 — Marketing
Dove has been running their Real Beauty campaign for almost a full decade now. The whole goal of the campaign is to celebrate the human body as it is, without relying on the usual touchups and exaggerations found in most beauty campaigns.
For this portion of the Real Beauty campaign, Dove anonymously (at first, they've since taken credit) uploaded a Photoshop action that they promised would add a skin glow to pictures. Instead, the action would undo all the touch up actions that the artist had done up to that point. It's pretty jarring in a beautiful way to see a picture of a model get back their curves. Of course, since Dove isn't comprised of malicious hackers, the Photoshop action also informed the artists how to undo the changes as well.
For this portion of the Real Beauty campaign, Dove anonymously (at first, they've since taken credit) uploaded a Photoshop action that they promised would add a skin glow to pictures. Instead, the action would undo all the touch up actions that the artist had done up to that point. It's pretty jarring in a beautiful way to see a picture of a model get back their curves. Of course, since Dove isn't comprised of malicious hackers, the Photoshop action also informed the artists how to undo the changes as well.
Trend Themes
1. Anti-photoshop Campaigns - Disruptive innovation opportunity: Develop software or tools that automatically detect and revert photoshopped images, promoting authenticity in advertising.
2. Body Positivity Movement - Disruptive innovation opportunity: Create products or services that cater to diverse body types and promote self-acceptance.
3. Authentic Marketing - Disruptive innovation opportunity: Create platforms or strategies that allow brands to promote transparency, honesty, and realness in their marketing campaigns.
Industry Implications
1. Beauty and Fashion - Disruptive innovation opportunity: Develop skincare or makeup brands that focus on natural beauty and non-photoshopped representations.
2. Technology and Software - Disruptive innovation opportunity: Develop software tools or algorithms that automatically detect and revert image manipulations in real-time.
3. Advertising and Marketing - Disruptive innovation opportunity: Offer consultancy or creative services to help brands adopt genuine and inclusive marketing campaigns.
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