Dove’s latest campaign calls on its global community to turn its back to TikTok’s trending ‘Bold Glamour’ filter.
Effects like ‘Bold Glamour’ dramatically distort reality and reinforce narrow and unattainable beauty standards, according to Dove.
Developed by Ogilvy and David, the ‘#TurnYourBack’ campaign from Dove wishes to call out the dangers of the ‘harmful’ filter that is trending on social channels with content creators.
The news comes after 38% of girls in the US admitted that they cannot live up to the beauty standards that influencers project on social media. A further 80% said that they have already applied a filter or used a retouching app to change the way they look in their photos by age 13.
“The Bold Glamour filter has now been used over 15 million times, and its popularity certainly doesn’t seem to be waning. What might seem like a harmless filter has the potential to cause damage to our mental health and affect our self-esteem,” content creator and body confidence advocate, Alex Light, said.
“Filters like this create a brand new and unrealistic comparison that blurs the lines of reality and sets a new standard for how we think we should look. It’s vital that we push back against these increasingly toxic beauty standards and show young girls that it’s OK to be their authentic, beautiful selves.
Dove is inviting people to join them in taking a stand as part of its ongoing commitment to #NoDigitalDistortion in any of its advertising or marketing.
According to Dove, 48% of girls who distort their photos regularly have lower body esteem compared to 28% of girls who do not.
@dove No filter should tell you how to look. 80% of girls are already using filters by the age of 13. It’s no wonder their perception of beauty and their self-esteem are distorted. Help reverse the damage. #TurnYourBack on the Bold Glamour filter and digital distortion. Real beauty is bold. #RealBeautyIsBold #Dove #LetsChangeBeauty #NoDigitalDistortion #BeautyCommunity #SelfEsteem ♬ original sound – dove
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“Tools once only available to professionals can now be accessed by young girls at the touch of a button and without regulation,” Dove global vice president of external communications, Firdaous El Honsali, said. “At Dove, we are committed to #NoDigitalDistortion in any of our marketing and advertising so that we can support a more positive environment on social media that is representative of real, authentic beauty. When young people distort their images, they distort their minds too.
“We are calling on our community to join us to turn their backs to the toxic Bold Glamour filter and stand up for real beauty. Because real beauty is bold!”
Ogilvy global chief creative officer Liz Taylor concluded: “The irony is not lost on me that I learned about this filter while standing in a room of global creatives talking about the ways we can use emerging technologies to create a positive impact. When technology penetrates culture in harmful ways, we have a moral obligation to stand up and take action.
“The Bold Glamour filter reinforces the toxic beauty standards that Dove has been working to abolish. Glamour has never been about conforming to just one look or one standard, and we need to galvanize people to take a stand against the damage that digital distortion is having on young people. Watching how our team came together with passion, fight, and true borderless creativity to take on this issue was a powerful example of how together we can change beauty.”
