I am beyond impressed by the Dove Campaign for Real Beauty.

Its latest effort is a short film called “Evolution”, in which a woman gets transformed into a supermodel thanks to hair designers and makeup artists, along with sophisticated lighting and PhotoShop. After the computer enlarges her eyes, lengthens her neck and gets rid of all the little “flaws” on her skin, the woman is practically unrecognizable from her true self. “No wonder our perception of beauty is distorted,” the film says. “Every girl deserves to feel beautiful just the way she is.”

The clip is as eye-opening as it is disheartening.

Dove uses real women in its ads and is one of the few companies in the world practising responsible, honest marketing. In its push to help girls and women feel better about themselves, Dove has tons of useful and insightful articles and tips on its Web site (www.campaignforrealbeauty.com/).related to everything from eating disorders to media awareness.

The site also claims that only two percent of North American women say they consider themselves beautiful.

“Low self-esteem is an issue that affects all women regardless of age or ethnicity,” the Web site states. “It can lead to introversion, a withdrawal from normal life and a waste of potential. At Dove, we believe that it is time to stop this waste by developing a more inclusive definition of beauty.

Does the company's strategy make me actually want to go out and buy Dove products? Not yet, but it's definitely got my attention. And respect.

Thank you, Dove. Keep it coming.