In a world increasingly influenced by artificial intelligence, Dove has made a powerful statement with its latest campaign, “The Code.” This initiative, which marks the 20th anniversary of Dove’s “Campaign for Real Beauty”, addresses the growing concern over AI’s role in shaping beauty standards. By pledging never to use AI to alter images of women, Dove continues its mission to promote real, unaltered beauty. This blog post delves into the significance of Dove’s campaign, its impact on the advertising industry, and how it reinforces Dove’s long-standing commitment to authentic beauty.
The Evolution of Beauty Standards
Over the past two decades, Dove has been at the forefront of challenging traditional beauty standards. The “Campaign for Real Beauty,” launched in 2004, was a groundbreaking movement that encouraged women to embrace their natural beauty. This campaign featured women of all shapes, sizes, and ethnicities, breaking away from the narrow and often unrealistic standards perpetuated by the media.
In 2006, Dove’s “Evolution” commercial went viral, providing a behind-the-scenes look at how digital manipulation transforms a photograph into a beauty ad. This eye-opening video highlighted the unrealistic expectations set by heavily edited images and sparked a global conversation about the impact of photo retouching on self-esteem.
The AI Challenge
As technology advances, artificial intelligence has become a powerful tool in various industries, including advertising. AI can generate hyper-realistic images, creating beauty standards that are even more unattainable than those produced by traditional photo editing. According to a global study conducted by Dove, 39% of women feel pressure to alter their appearance because of what they see online, even when they know it’s fake or AI-generated.
Recognizing this new threat to self-esteem and authentic beauty, Dove launched “The Code.” This campaign not only exposes the negative impact of AI tools on beauty standards but also provides a solution. By adding the phrase “according to Dove Real Beauty Ad” to AI-generated prompts, the campaign reveals more realistic and diverse images, challenging the narrow definitions of beauty often produced by AI.
Real Beauty Prompt Guidelines
To further support its mission, Dove introduced the Real Beauty Prompt Guidelines. These guidelines are designed to help creators use AI in a way that promotes realistic and inclusive beauty standards. By offering a framework for generating images that represent real beauty, Dove aims to broaden the definition of beauty and ensure that everyone can have a positive experience with their appearance.
Kathryn Fernandez, Dove’s senior director of purpose and engagement, emphasizes the importance of this initiative: “It is Dove’s mission to support more inclusive beauty representation by breaking down industry bias and broadening the definition of beauty so that everyone can have a positive experience with the way they look.”
The Consistency of Dove’s Mission
Dove’s commitment to authentic beauty is not a new endeavor. Over the years, the brand has consistently addressed the impact of media and technology on self-esteem. In 2018, Dove introduced the “No Digital Distortion Mark,” a watermark to signify that photos had not been altered. This initiative was applied across all of Dove’s static imagery in print, digital, and social media channels.
In 2020, Dove continued the conversation by publishing studies on media manipulation and its impact on young people’s perception of beauty. The following year, the “Reverse Selfie” campaign highlighted the negative effects of social media on young girls’ self-esteem. And in 2022, Dove’s “Toxic Influence” campaign brought attention to the dangers of idealized beauty content on social media, particularly for teen girls.
The Impact of “The Code”
Dove’s latest campaign, “The Code,” builds upon this legacy by addressing the emerging threat of AI. By pledging never to use AI to alter images of women, Dove reinforces its commitment to real beauty. This bold stance not only sets Dove apart from other brands but also challenges the advertising industry to consider the ethical implications of using AI in beauty campaigns.
Nandi and Chuck Welch, cofounders of brand consultancy Rupture Studio, praise Dove’s consistent approach: “This isn’t a radical modern update to that original campaign; they’ve been doing that consistently over the years. They have to continuously deepen and show all the various ways that they’re attacking this issue. At this point, the baseline is a pretty crowded space, but when they keep updating their message, it gets so much attention.”
The Future of Advertising
Dove’s campaign raises important questions about the future of advertising in the AI era. While many brands are eager to leverage AI for its novelty and potential, Dove’s approach highlights the importance of using technology responsibly. As AI continues to evolve, brands must consider how its use affects their audience and the broader cultural landscape.
“The marketing world often forgets we’re in the people business,” says Chuck Welch. “They confuse the means with the ends. The means are technology, the end is people. The biggest brands on the planet can have all the tech and data they want and still not know how to talk to their audience. It doesn’t mean you know, understand, or address the wants and needs of the audience you’re trying to connect with.”
A Call to Action
Dove’s pledge not to use AI to alter images of women is a call to action for the entire advertising industry. By prioritizing authenticity and inclusivity, Dove sets a powerful example for other brands to follow. This campaign demonstrates that real beauty is not about perfection but about embracing diversity and individuality.
As Kathryn Fernandez explains, “Much like the negative impact of photo editing that we brought to light in our ‘Campaign for Real Beauty’ 20 years ago, we believe AI to be an equivalent threat today.” Dove’s proactive stance encourages other brands to consider the real impact of AI on beauty standards and self-esteem, especially for the next generation.
Conclusion
Dove’s “The Code” campaign is a testament to the brand’s unwavering commitment to promoting real beauty. By addressing the challenges posed by AI and providing solutions through the Real Beauty Prompt Guidelines, Dove continues to lead the way in redefining beauty standards. As the advertising industry navigates the rapidly evolving landscape of AI, Dove’s message serves as a reminder that authenticity and inclusivity should always be at the forefront.
In an era where technology often shapes our perception of reality, Dove’s dedication to keeping beauty real is more important than ever. This campaign not only reinforces Dove’s legacy but also sets a new standard for the future of beauty advertising. By staying true to its mission and values, Dove inspires confidence and self-esteem in women and girls worldwide, proving that real beauty is, indeed, timeless.