Dove: Thought Before Action

For years now under “Real Beauty” campaign, Dove is trying to break down a wall of imposed stereotypes built around this term by celebrating ‘the forbidden’ – curves and wrinkles. This time, instead of attempting to change  the course of industry or values incorporated in our conscience as desirable, they decided to focus on those who actually have a huge influence on our perception of beauty – art directors, graphic designers and photo retouchers. Under the slogan “Thought Before Action”, the skin care company, with the little help of OgilvyOne, created a fake Photoshop action called ‘Beautify’ which, when used, reverts the photo to its original state by annulling all body enhancements. Every use of this action was followed by strong statement: “Don’t manipulate our perceptions of real beauty”.