Unilever’s Dove goes into battle towards the so-called Daring Glamour filter which, it says, presents a regarding superb of ‘magnificence.’ Dove is a long run advocate of “actual magnificence,” after all. The Daring Glamour filter has been downloaded practically 400 million instances, on Tik Tok and elsewhere.

Dove’s reply is #TurnYourBack to the #BoldGlamour filter and it’s roped in members of what it calls its “artistic neighborhood,” organised by Ogilvy, to guide the fightback. Artistic by David.

Ogilvy world CCO Liz Taylor says: “The irony will not be misplaced on me that I discovered about this filter whereas standing in a room of worldwide creatives speaking in regards to the methods we are able to use rising applied sciences to create a optimistic influence. When know-how penetrates tradition in dangerous methods, we’ve got an ethical obligation to face up and take motion. The Daring Glamour filter reinforces the poisonous magnificence requirements that Dove has been working to abolish.”

Firdaous El Honsali, world VP of exterior communications at Dove says: “Whereas social media filters generally is a supply of creativity and self-expression, Daring Glamour goes past ‘play.’ Instruments as soon as solely accessible to professionals can now be accessed by younger women on the contact of a button and with out regulation.

“At Dove, we’re dedicated to #NoDigitalDistortion in any of our advertising and marketing and promoting in order that we are able to help a extra optimistic atmosphere on social media that’s consultant of actual, genuine magnificence.”

Whether or not or not manufacturers ought to get entangled in such spats is debatable. Unilever has already acquired quite a few brickbats for its dedication to “objective” getting uncontrolled.

Magnificence is within the eyes of the beholder, in any case.