Dove’s Newest Marketing campaign Takes On A Standard TikTok Filter


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In late February a brand new filter referred to as “Daring Glamour” took TikTok by storm.

The Daring Glamour filter makes use of AI to drastically alter the facial options of those that use it and is much less detectable than different filters. The filter has been utilized in over 30 million movies thus far.

As Daring Glamour gained reputation it was extensively criticized by TikTok customers for selling unrealistic magnificence requirements, particularly for younger folks. Magnificence model Dove joined the dialog with a well timed marketing campaign that includes authentic knowledge.

Per Dove research, 48% of ladies who digitally alter their images have decrease vanity in comparison with 28% of ladies who don’t digitally alter their images. To amplify this message, Dove partnered with Ogilvy and DAVID to launch the #TurnYourBack campaign on March 7.

The marketing campaign featured influencers and celebrities evaluating their digitally altered faces to their pure appearances whereas encouraging their followers to show their backs on the Daring Glamour filter in hopes that they discontinue utilizing it.

For the reason that marketing campaign launched, the hashtag #TurnYourBack has racked up over 40 million views on TikTok and has obtained usually constructive suggestions from audiences. This marketing campaign isn’t Dove’s first stance taken towards imagery selling unrealistic magnificence requirements.

The corporate debuted its “No Digital Distortion Mark” in 2018 to authenticate images that haven’t been digitally altered. In 2004, the corporate launched the Dove Self-Esteem Project which initially started with workshops for younger folks associated to physique picture and wonder requirements.

At present, the Dove Self Esteem Mission curates academic supplies associated to physique picture for fogeys, lecturers, and youth leaders, and champions authentic analysis carried out by Edelman.  

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