Singer-songwriter Jessie J has partnered with Dove to mark 20 years of its ‘Campaign For Real Beauty’ as it renews its commitment to only ever represent ‘real women’ in its advertising.
With AI-generated campaigns threatening the realistic depiction of women, Dove has committed to never using the technology to represent women within its advertising.
To mark the 20th anniversary of its seminal campaign, the Unilever-owned brand has conducted a worldwide study that reveals almost 9 in 10 women and girls say they have been exposed to harmful beauty content online.
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“It’s no secret that across the world, including the music industry, women, girls and those who identify as non-binary, face a huge amount of pressure about the way they look,” said Jessie J.
“The trends are ever changing and more intense and so it’s a never-ending trap and box to fit in of what ‘beauty’ is. It’s unhealthy, unrealistic, and relentless.
“Social media and emerging technology like AI are accelerating that pressure at an alarming rate. It’s terrifying what it could do to the now and the future generations of young people trying to work out life and who they are.
“That’s why I am honoured and passionate to be working with Dove to keep beauty real and honest to who we are. I will continue to use my voice to celebrate the diversity of all women.”
Alarmingly, 2-in-5 also said that they would give up a year of their life to achieve an ideal look or body, with 2 in 3 believing that women today are expected to be more physically attractive than their mother’s generation.
