Dove: #TurnYourBack

Personal care brand Dove reinforced its Campaign for Real Beauty activism in the US through a multichannel, influencer-driven campaign #TurnYourBack, that condemned the Bold Glamour TikTok filter.

Campaign details

Brand: DoveAgency: MindshareRegion: North America

Strategy

Objective

The Bold Glamour filter used one beauty standard to airbrush a TikTok user's face so much that some called for it to be illegal due to its mental health effect. Thanks to AI, Bold Glamour maintained the effect even with a hand in front of a user's face. This made it impossible to tell if someone was using the filter. While some pointed out the potential harmful side effects to young girls, many influencers and everyday users used and shared the filter widely. As the creator...

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