For years, Dove has built its campaigns around the concept of "real beauty," which, more often than not, involve minimal Photoshop, body diversity, and very little makeup. Because of the central message of Dove, one father of girls wants the company to give its signature to real advertising.
Seth Matlins is a father of two girls and former advertising executive from Los Angeles who started a petition on Change.org, essentially urging Dove to put their money where it's due and adopt a full-disclosure policy on Photoshop.
In a world where images in all media are retouched, children are exposed to them, even if parents may try to prevent it, and over time they alter children's sense of reality and their expectations.
The vote asks the beauty giant to “Photoshop-and-tell” and not “Photoshopped Ads Where Kids Can See Them.” In other words, it asks the company to reveal exactly what it does with Photoshop, but also to not edit photos in ads that kids can see. By agreeing to do so, the company will stay true to its “Real Beauty” slogan and perhaps set the stage for other companies to follow suit.
