In a guerrilla marketing move, Dove secretly released a Photoshop that would undo the work of retouching
It's a project that started as a rather clever bit of guerilla marketing. As part of the Campaign for Real Beauty that Dove has been running for the better part of a decade, the company quietly released a Photoshop action onto various websites, promising to retouch the image to give it a "beautiful glow." Instead the action would undo the existing retouches on the image, and add a banner saying "Don't manipulate our perceptions of real beauty." Unfortunately, what failed was the execution.