Hitting the (Beauty) Mark?

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Hitting the (Beauty) Mark?

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Is Dove's new Real Beauty campaign hitting the (beauty) mark? http://3bl.me/52dtmr via @Cone #ConeCSR

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Monday, March 18, 2013 - 11:15am


Dove made a splash in 2004 with its Campaign for Real Beauty, becoming a hallmark cause marketing campaign and an inspiration for millions. Since then, Dove has been busy pulsing out videos, voting campaigns and even research reports challenging the definition of "beauty.”

Dove's newest installment of the Campaign for Real Beauty is again looking to expose the underside of beauty marketing – the unrealistic photo manipulation often present in ad campaigns – this time targeting creatives and art directors. Dove developed a Photoshop app called "Beautify” which claims to add a "healthy-glow” effect to a model's photo, but in reality reverts the image back to its original state – before the user erased imperfections – and ends with the message, "Don't manipulate our perceptions of real beauty.”

To read more on Cone's Prove Your Purpose blog, please click here.