Dove Canada would like you to think twice about your perception of beauty.
According to their Newswire release, the ads "spark a conversation around how extreme re-touching of images can go unnoticed and can distort a woman's perception of beauty."
It also adds, "ATTENTION PHOTO EDITORS: Image provided should be run upside down to deliver full impact of campaign."
But since turning non-mobile computers upside down to decode a print ad is rather awkward, here it is:
Her eyes and mouth had been digitally flipped so that they looked normal when you saw them upside down, but when you turned... yikes!
Inversion illusions are not new to advertising, and were once even used to make dirty jokes:
Here's an example of the same trick: (You may recognize the smile)
Dove's campaign leads to their Canadian Facebook page, where they hope to engage girls in a more positive discussion about beauty. "The Real Truth About Beauty Research", conducted by Dove, found that only 9% of Canadian girls (10-17) and 3% of women are comfortable calling themselves beautiful.
And to add a little cross-mojination to my blog, here's that ad run through the Ugly Meter I blogged about earlier:
Tip via Because I Am A Girl Canada