Dove's marketing campaign is about real women's real beauty and this publicity stunt highlights just this; they have created an action in Photoshop with is named and advertised that it applies a "skin glow" to images, saving retouchers the time of doing it themselves.
However the action was designed to be a trojan horse and undid all the modifications that had been applied and instead applied Dove's logo and the text:
"Don’t manipulate our perceptions of real beauty.”The work can be reapplied with the click of the undo button however the purpose of this was to make the retouchers and art directors opinions of beauty change and get them to reconsider sending out the retouching.
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