Everything is for real: Dove will show which advertising photos have not been retouched

We will no longer see unnaturally smooth faces without flaws in the advertising of the Dove cosmetics brand. The company refuses retouching and will now use photos of models without processing in Photoshop, which it will mark with a special sign.

Source: AdAge

The company began to gradually abandon retouching in advertising back in 2017. Now the advertising products will display the inscription "No Digital Distortion", which means that the photos are not processed in Photoshop. "We hope to reduce the pressure on women to look a certain way," says Sophie Galvani, vice president of the Dove brand.

According to a study conducted in 2016, 77 percent of women worldwide believe that all digital images are somehow processed. Another 69 percent admit that they feel anxious because advertising and media impose certain standards of beauty on them.

Dove decided to change this situation. The company wants women to become more self-confident.

In general, the trend towards realistic photos in advertising is not only due to Dove. Now many brands stand for natural beauty and refuse ideal bodies and faces. More and more models with "unfashionable" figures appear in underwear ads, cosmetic brands show close-up faces with age spots, wrinkles, enlarged pores.

All this indicates that we will soon enter a new era of advertising and gloss, which will be closer to reality. Then women will stop blindly chasing the unattainable ideals that the media daily impose on us with the help of Photoshop, and will begin to accept themselves as they are — alive, natural and therefore beautiful.