5. Dove Real Beauty Is Quite Unreal
The 2005 ad campaign for a series of Dove firming lotions featured non-professional models of various women of different ethnicities and different sizes in order to "change the way society views beauty," and "provoke discussion and debate," about public perceptions of beauty, according to a company executive. But the campaign was sullied when a prominent photo retoucher told The New Yorker of the challenges of doctoring the women to keep their skin to "show the mileage but not looking unattractive." Though there was much denial that the photos had been airbrushed, the public outcry had done the damage to the ads.