Dove’s ‘Real Beauty’ Pandering Proved To Be Just That

We can’t even begin to tell you the giddy thrill we had reading AdAge‘s story, “Dove‘s ‘Real Beauty’ Pics Could Be Big Phonies.” Like most media or ad people, this writer has disliked Unilever‘s entire deceptive ‘Campaign for Real Beauty‘ from the start, from their billion-YouTube-views “Evolution” video to the massive push two years ago with the “regular women in underwear” ads. So it was with deliriously wonderful schadenfreude to read that The New Yorker has exposed, via a piece about hot shot photo-retoucher, Pascal Dangin, that there was extensive manipulation to make the women in the ads seem more appealing. So now, or soon to come, everyone will be up in arms about being blindly suckered into loving the campaign for its truth and honesty. Meanwhile, Unilever and Ogilvy & Mather, the agency behind the campaign, have been laughing all the way to the bank from the very start.

Create a social media strategy, launch your campaign, and track the results in our Social Media Marketing Boot Camp starting February 16. The online event and workshop will feature speakers including The Onion‘s Baratunde Thurston (left), Facebook’s Morin Oluwole, and bitly’s Tim Devane. Register now.