Dive summary: 

• Dove took to sneaky tactics in their latest efforts to improve women's body images; the brand developed a Photoshop Action dubbed "Beautify" aimed at photo retouchers who consistently portray women's bodies unrealistically. 
• The "Beautify" action was posted on popular graphic design websites and posed as a action to add "skin glow," but once downloaded the action reverted photographs to their original state and added the message “Don’t manipulate our perceptions of real beauty.”
• Dove made a video of how the hack worked and added an example of a photo being reverted. [watch the video at Digiday]

From the article: 

"Women are faced with a lot of pressure when it comes to their appearance. Thanks to the media’s excessive photoshopping and portrayal of the ideal woman as tall, thin, with flawless skin and perfect teeth, women are held to an unrealistic standard of beauty. Dove Canada wanted to go directly to the source to those who create these retouched images: art directors, graphic designers and photo retouchers, so the brand, with the help of Ogilvy Toronto, created a Photoshop Action called 'Beautify.'”