Dove, the beauty-soap maker, has released a short film called "Evolution" with the aim of turning the traditional concept of female beauty on its head.
Set to debut on Dove's Campaign for Real Beauty Web site on Friday, the film is designed to show that the "effortless" beauty depicted in ads and fashion magazines is not real.
"Evolution" shows an ordinary woman being transformed by hair, makeup and lighting teams.
Her picture is then digitally retouched, and finally, the shot pulls out to show her face on a billboard.
The film ends with the words, "No wonder our perception of beauty is distorted. … Every girl deserves to feel beautiful just the way she is."
The launch is timed to coincide with the start of Fashion Week in Los Angeles on Sunday.
To find out how to get involved in Dove's Campaign for Real Beauty, go its Web site: www.campaignforrealbeauty.com