Dove: #Beautify Campaign

#Beautify Campaign 

(Priscilla Poon)

In our society, women have to be tall, slim and with white skins in order to be regarded as beautiful and perfect. Women without these qualities somehow might lose confident in themselves as they think they cannot fit into the society and to be the desired kind of women people normally favored.

Popular magazines such as Marie Claire, Harper's Bazzar and Cosmopolitan usually uses women with perfect figures on the cover. People will then have a misinterpretation about the ideal body shape that a woman should have in order to be beautiful. The photos on the cover page might also been edited in order to be more perfect and appealing to the readers.

In regard to the situation, Dove has established the #Beautify campaign, which aims to hinder art directors’ and designers’ efforts to digitally transform models’ bodies into society’s idea of “perfection,” Dove created a free Photoshop application advertised as a skin glow effect. However, when applied, it actually returns the file to its original state, deleting all photoshop work done to the image of the model. Dove is hoping to catch designers in the act and make them think about the repercussions of their actions.

Video about the campaign

Dove has run this campaign successfully which did arose the awareness of others about manipulation done by different magazines towards the impression of a "perfect" woman body. In the video it mentions that " Making the point that Real Beauty isn't retouched" which is criticizing the use of photoshop on the pictures in order to make them appealing. Perfect figure doesn't imply real beauty, women who are confident in themselves with their body shape are beautiful. It is not other to judge whether a woman is beautiful or not. Only oneself can judge themselves. One should not live up to others' will and should always be proud and confident.