In a unique initiative, Dove has started its ‘No Digital Distortion Mark’ campaign. With it, the brand commits itself presenting real and accurate imagery to the audience.
Dove’s ‘No Digital Distortion Mark’ initiative is an attempt to make beauty relevant to millions of women and girls. The Mark has already been rolled out across all branded content globally. Dove’s deodorant campaigns have led this initiative. By January 2, 2019, the mark will be incorporated into all static imagery showcasing women, across print, outdoor, in-store, digital and social. It will represent that the image is not distorted.
Dove will be held accountable to only show accurate and genuine portrayals of people, as they are in real life. The ambition of the Mark is to help women and girls navigate the media landscape letting them know that the image they see has not been digitally distorted to fit the ideals of what beauty is and isn’t. It will promote the idea of beauty as a source of confidence and not anxiety.
What is real beauty?
Research from the Dove Global Girls Beauty and Confidence Report (2017) shows that women in India have lost faith in what they are viewing. 65 percent believe that all images in the media have been digitally altered or airbrushed. Brands need to take note of this, since 71 percent of women cite increasing pressures from advertising and media to reach an unrealistic standard of beauty as a key force in driving appearance anxiety.
“By viewing unrealistic and unachievable beauty images it creates an unattainable goal which leads to feelings of failure. This is especially true of young girls who have grown up in a world of filters and airbrushing,” says Jess Weiner, Cultural Expert and Adjunct Professor at University of Southern California (USC) Annenberg School of Journalism.
The Dove ‘No Digital Distortion Mark’ joins the Self-Esteem Project tools and is a stamp to let everyone know that Dove is firmly committed to its belief of not digitally distorting images. Women included in their campaigns are 100% as you would see them in real life and 100% beautiful.
“This Mark on Dove advertising and assets is a continuation of the Real Beauty Pledge by Dove to only portray what is real, true and accurate for women and beauty, to never digitally alter her appearance, and to help the next generation develop a positive relationship with beauty” says Sandeep Kohli, Executive Director and VP Beauty and Personal Care, Hindustan Unilever. “It is a public re-commitment by Dove to never present the unachievable, manipulated, flawless images of “perfect” beauty, which the use of retouching tools can promote.”