Dove’s latest campaign plays on a popular TikTok filter

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A new filter called “Bold Glamour” took TikTok by storm in late February.

The Bold Glamor filter subtly alters the facial features of users using AI and is less detectable than other filters. Filters have been used on over 30 million videos to date.

As bold glamor gained popularity, it was widely criticized by TikTok users for promoting unrealistic beauty standards, especially for young people. Beauty brand Dove joins the conversation with a timely campaign featuring Original Data.

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per pigeon research48% of girls who digitally altered their photos had low self-esteem, compared to 28% of girls who did not digitally alter their photos. To amplify this message, Dove teamed up with Ogilvy and David to launch #turn your back campaign On March 7th.

The campaign featured influencers and celebrities comparing their digitally altered faces to their natural appearances, while encouraging their followers to turn away from bold glamor filters in the hopes that they would Stop using it.

Hashtags since campaign launch #turn your back TikTok has garnered over 40 million views and has received a generally positive response from viewers. The campaign isn’t Dove’s first stand against imagery that promotes unrealistic beauty standards.

The company made its debut “no digital distortion markin 2018 to certify photos that have not been digitally altered. In 2004, the company launched Pigeon Self Esteem Project It started with workshops for young people about body image and beauty standards.

Currently, the Dove Self Esteem Project curates educational materials related to body image for parents, teachers, and youth leaders and champions original research conducted by Edelman.

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