Dove raises awareness about unfiltered beauty on social media

#nofilter

Dove launches the “Beauty without Retouching” campaign to raise awareness of natural beauty, that which is not retouched. Today, social networks occupy a large place in our lives, and it has become something trivial to take a picture of yourself and then share it on Instagram or Snapchat.

Especially since with filters, augmented reality and retouching applications, it is relatively easy to achieve a result that suits us: fewer buttons, more tanned, thinner, with fuller lips or a star gaze… The possibilities are endless. Only, this new tendency to want to post the most perfect photo of us possible ends up giving a completely biased vision of reality.

According to Dove, 76% of young girls have already retouched a photo of themselves before the age of 13. In the “Inverted Reverse Selfie” campaign, the brand features a young girl putting on makeup, taking a selfie and modifying the photo. Except that the video is rewound, and as the actions are reversed, the young girl is cleansed and natural at the end of the short film. The contrast is cruel. Why so much artificiality?

This advertising helps to highlight the lack of self-confidence, and the complexes that filters give rise to in the era of everything connected. In the continuity of the campaign, Dove undertakes in particular not to use professional models, and not to retouch its photos.

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