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HomemarketingDove's Latest Campaign Takes On A Popular TikTok Filter

Dove’s Latest Campaign Takes On A Popular TikTok Filter

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In late February a new filter called “Bold Glamour” took TikTok by storm.

The Bold Glamour filter uses AI to drastically alter the facial features of those who use it and is less detectable than other filters. The filter has been used in over 30 million videos to date.

As Bold Glamour gained popularity it was widely criticized by TikTok users for promoting unrealistic beauty standards, especially for young people. Beauty brand Dove joined the conversation with a timely campaign featuring original data.

Free Ebook: The Marketer's Guide to TikTok for Business [Download Now]

Per Dove research, 48% of girls who digitally alter their photos have lower self-esteem compared to 28% of girls who don’t digitally alter their photos. To amplify this message, Dove partnered with Ogilvy and DAVID to launch the #TurnYourBack campaign on March 7.

The campaign featured influencers and celebrities comparing their digitally altered faces to their natural appearances while encouraging their followers to turn their backs on the Bold Glamour filter in hopes that they discontinue using it.

Since the campaign launched, the hashtag #TurnYourBack has racked up over 40 million views on TikTok and has received generally positive feedback from audiences. This campaign isn’t Dove’s first stance taken against imagery promoting unrealistic beauty standards.

The company debuted its “No Digital Distortion Mark” in 2018 to authenticate photos that haven’t been digitally altered. In 2004, the company launched the Dove Self-Esteem Project which initially began with workshops for young people related to 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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