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Posted by: Burt Helm on May 07, 2008
Remember the first ads for Dove’s Campaign for Real Beauty, when it flaunted its defiance of the beauty and fashion industries with images of love-handled and cellulite-prone “real” women? Turns out those photos, according to the May 12, 2008 issue of The New Yorker, were as digitally manipulated as any skinny model-festooned fashion spread. It’s mentioned in a Lauren Collins profile of the toucher-upper himself, Pascal Dangin, who works regularly for Vogue, Dior, Balenciaga, and many others. Hear what Dangin has to say about the Dove project on page 100:
“Do you know how much retouching was on that?” He asked. “But it was great to do, a challenge, to keep everyone’s skin and faces showing the mileage but not looking unattractive.”
I’d say it’s ironic –and others might call it completely hypocritical of Dove and its ad agency, Ogilvy & Mather - that these women were so “touched up,” given Dove and Ogilvy’s righteous noise about the practice in their enormously popular viral video, “Dove Evolution,” which you can watch below:
I’m curious to know what Dove and Ogilvy have to say about it. I’ll let you know when I hear back.
News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.