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Dove Vows To Leave Beauty Imagery Filter-Free With ‘No Digital Distortion’ Mark
By Mikelle Leow, 27 Jun 2018
Images via Unilever USA and Wikimedia Commons
Beauty isn’t about polished skin or less-knobbly curves anymore—it’s all about the unique features that adorn each individual, be they tummy rolls, acne, or body hair.
In line with CVS Pharmacy’s ‘Beauty Mark’, leading personal care brand Dove has unveiled its own watermark to identify advertisements and static imagery that have been left untouched by digital tools like Photoshop.
The new ‘No Digital Distortion’ mark is part of Dove’s 14-year ‘Self-Esteem Project’. The company is a pioneering advocate of real beauty, and has celebrated physical “imperfections” long before others started leaving their images digitally unmarred.
The brand’s enduring ‘Real Beauty Pledge’ reads, “We always feature real women, never models… We portray women as they are in real life… [and] We help girls build body confidence and self-esteem.”
Dove’s new watermark is a result of a study that revealed 77-percent of women believe all media photos they come across have been retouched.
The label will first roll out to Dove’s deodorant campaigns beginning July, and will make its way to all of the brand’s print, digital, and social media static imagery by 2 January 2019.
Image by Dove via MediaPost
[via MediaPost, images via various sources]
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