How To: un-Photoshop

For beauty brand Dove, the concept of “real beauty” has long been the central idea in their communication. In the past they’ve featured “regular” women of all shapes, sizes and skin tones, not subjected to excessive digital manipulation.
One more step in their championing of “real beauty” is an unbranded, underground Photoshop-inspired viral campaign, "marketed" through Reddit disguised as a photo-editing tool that “beautifies” automatically, and could be downloaded and used for free.
But when you do use it, it tricks you into thinking you’re adding a diffused glow to the picture, while it reverses all the Photoshop effects you applied to the image returning it to its original state. This video shows exactly how it works. Clever.