Dove Boldly Turns Its Again on TikTok’s New Glamour Filter

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TikTok’s new Daring Glamour filter has been downloaded greater than 16 million instances because it launched final month. Dove is taking a stand towards it and the unrealistic magnificence requirements it perpetuates in an influencer-led marketing campaign from Ogilvy and David.

A part of the long-running Dove Self-Esteem Undertaking, the #TurnYourBack effort kicked off March 9 with TikTok submit from Dove. Stating that “no filter ought to let you know the way to look,” it reveals girls turning away from the digicam and strolling off display screen. It additionally explains the vast impression of comparable instruments, noting that 80% of ladies are utilizing filters by age 13 and 54% of ladies want the way in which they appear when their photographs are edited.

Paid posts from influencers together with Hira Mustafa and Nadya Okamoto echo Dove’s message, encouraging others to keep away from digital distortion. The marketing campaign will proceed with digital content material and OOH activations.

“When younger individuals distort their pictures, they distort their minds too,” Dove world vp of exterior communications Firdaous El Honsali mentioned in a press release. “We’re calling on our group to affix us to show their backs to the poisonous Daring Glamour filter and rise up for actual magnificence.”

Daring Glamour launched whereas Ogilvy was internet hosting a world artistic assembly and the company shortly solicited responses from members of its community, receiving 250 slides in lower than 24 hours. David Madrid and Ogilvy UK created #TurnYourBack with manufacturing help from DAVID São Paulo.

“Watching how we got here collectively as a world community to show this round in six days from temporary to going reside gave me goosebumps and introduced again recollections of ‘Braveness is Lovely,’” Ogilvy world govt artistic director Daniel Fisher mentioned in a press release. “Filters like this may really feel like a little bit of enjoyable however they’re potent instruments which are destroying the conceit of hundreds of thousands of younger ladies.”



Chief advertising and marketing officer, Dove: Alessandro Manfredi
International vp of exterior communications and sustainability, Dove: Firdaous El Honsali International model director, Dove Masterbrand: Pau Bartoli
Head of world Dove influencer advertising and marketing: Lynsey Smith
Head of world PR Dove masterbrand: Sarah Potter
International senior supervisor Dove masterbrand: Alix Colin
Model director, U.S. masterbrand: Kathryn Fernandez
U.S. content material lead, Dove: Jillian Engel