Dove unveils beauty mark for un-retouched images

Dove is championing the growing no-photoshop beauty movement.

The skincare giant is launching a ‘No Digital Distortion Mark' that will signal the absence of any alterations to its images from this July. The aim of the mark, according to the brand, is "to help women and girls navigate the media landscape letting them know that the image they see has not been digitally distorted to fit the ideals of what beauty is and isn't."

"Last year, we pledged to use images with zero digital distortion," said Dove Global Vice President, Sophie Galvani, in a statement. "This year, we want to go one step further and give women a tool to help them understand what is real and what isn't."

The new symbol will appear on all of Dove's branded content globally, starting with its deodorant campaigns from next month. By January next year, it will also be rolled out across the company's static imagery across print, digital and social medias.

Dove, which is known for its down-to-earth approach to beauty standards, first unveiled a 'Real Beauty Pledge' that vowed to always feature 'real women' of all ages, ethnicities and sizes in its campaigns, last year. It is not the only major brand communicating its no-photoshop stance to shoppers; earlier this year, US drugstore giant CVS announced the introduction of a ‘CVS Beauty Mark', a watermark symbol that appears on unaltered images to signify its authenticity to customers. The mark made its debut in April, as part of the retailer's first photoshop-free campaign, dubbed "Beauty in Real Life."