Dove’s Newest Marketing campaign Takes On A Well-liked TikTok Filter

March 29, 2023

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In late February a brand new filter known 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 recognition it was broadly criticized by TikTok customers for selling unrealistic magnificence requirements, particularly for younger individuals. Magnificence model Dove joined the dialog with a well timed marketing campaign that includes authentic information.

Per Dove analysis, 48% of women who digitally alter their photographs have decrease shallowness in comparison with 28% of women who don’t digitally alter their photographs. To amplify this message, Dove partnered with Ogilvy and DAVID to launch the #TurnYourBack marketing 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 acquired usually constructive suggestions from audiences. This marketing campaign isn’t Dove’s first stance taken in opposition to imagery selling unrealistic magnificence requirements.

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

At the moment, the Dove Self Esteem Venture curates academic supplies associated to physique picture for fogeys, academics, and youth leaders, and champions authentic analysis performed by Edelman.