Dove: Dove Reverse Selfie - Let's stop retouching apps from blurring her confidence

80% of girls are now using retouching apps by the age of 13, according to research. This heartbreaking fact forms the basis of our new global campaign for Dove. A sequel to the groundbreaking 'Evolution', it tackles the new enemy to the self-esteem of millions of young women and girls around the world. Young girls are being retouched and manipulated more than ever, but this time the situation is far worse. Instead of the media distorting their images, the girls as young as 13 are doing it to themselves with the face apps and retouching tools. As the leading provider of self-esteem worldwide, Dove is on a mission to combat the harmful impact selfie culture has on young girls before the problem becomes endemic.