Seth Matlins, former advertising executive and now an advocate for Truth-in-Advertising has started a Change.org petition asking for soap brand Dove to ‘‘make ‘real beauty’ more real’’ by disclosing when and where they have altered or tinkered with the images.
Matlins argues that doctored images in advertising foster unrealistic expectations of beauty, which can lead to eating disorders, depression, anxiety and other health issues.
“Nobody understands this better than Dove does,” he says.
He is right. Dove, after all, promotespromoting "real beauty."
Incidentally, 2014 marks the 10th anniversary of Dove’s Campaign for Real Beauty, a project that aimed to “challenge beauty stereotypes and invite women to join a discussion about beauty.”
So Matlins is on the mark when he says he is "starting" with Dove because: "They've been championing 'Real Beauty' for 10 years, and because they know more about the health consequences created by the false, unrealistic representations of women and girls in Photoshopped advertising, than most."
He points to Dove's own research, which is listed on its website and states that while globally 72 percent of girls feel "tremendous" pressure to be beautiful, only 22 percent are actually comfortable describing themselves as such.
The Photoshopping shouldn’t come as a shock, but it is disappointing since everyone was made to believe Dove is a brand that celebrates real beauty. Over the last decade, it has stood out as a beacon amidst the retouched, unrealistic beauty ideals of all the other brands.
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Apparently it is vanity that sells after all and if the concept of "real beauty" sells, why not milk it for all its worth?
It is business after all.
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