The Snapchat lens is the digital makeup of millennials, with the beauty lens allowing Snapchatters to blur out their imperfections. Dove wanted Canadian women to embrace their real beauty. To do that, it worked with Mindshare to hack the app’s most popular lens. For 24 hours, the brand removed the beauty filter from the app, preventing people from applying the filter to their selfies and inviting them to “Let Real Beauty Shine” by reflecting on their own natural beauty. Dove also had influencers show their real beauty sans lens and encourage followers to do the same. The Dove hacked lens saw more than four million interactions – which was 2.4 times more than the average lens.