Forget for a moment that Dove’s entire “Real Beauty” initiative was a campaign that played off ladies’ insecurities under the guise of celebrating women of all shapes and sizes.

Now there’s new evidence the skincare company was taking customers for a ride: The photos of the “real” women in the advertisements were actually airbrushed to hell.

Pascal Dangin of New York’s Box Studios told The New Yorker of the Dove campaign: “Do you know how much retouching was on that? … But it was great to do, a challenge, to keep everyone’s skin and faces showing the mileage but not looking unattractive.” AdAge picked up on the story and tried checking with Dove owner Unileaver to see if this was true; they’ve yet to respond with comment. Though ad agency Ogilvy & Mather, which created the campaign, is casting doubt on Dangin’s claims: “There was no retouching of the women,” says a spokeswoman. “If there was a hair that was up in the air, that might have been the kind of retouching that was done.”

So … so much for this?: