Dove is turning its back on unrealistic beauty standards by ditching TikTok's viral Bold Glamour filter in its latest influencer-led campaign, in partnership with leading creative agencies Ogilvy and DAVID Madrid.
The campaign sees Dove continue to battle damaging beauty standards as part of their ongoing #NoDigitalDistortion movement. The trending Bold Glamour filter “beautifies” users and has quickly been deemed potentially harmful by content creators worldwide.
"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," says content creator and body confidence advocate Alex Light.
As part of the campaign, Dove encourages content creators to turn their backs on the trending filter and publicly discuss the harmful impact similar filters can cause while using the hashtag #TurnYourBack. The campaign will include more large-scale digital content and OOH activations in the near future.
We’re partnering with @Dove in their invitation to take a stand & #TurnYourBack on the harmful #BoldGlamour filter which has been used on over 15M social posts. Show your support by using #TurnYourBack in a short video. 1/2#Dove#Ogilvy#BorderlessCreativity#SocialMediapic.twitter.com/WZtvskSODH— Ogilvy UK (@OgilvyUK) March 9, 2023
With the #TurnYourBack campaign, Dove continues to build on its stance against digital distortion in advertising and marketing.
"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,” explains Firdaous El Honsali, Global Vice President of External Communications at Dove.