Two decades ago, Dove launched its groundbreaking ‘Campaign for Real Beauty,’ challenging societal norms and advocating for authentic representations of women. In 2004, only 2% of women felt beautiful, sparking a movement to redefine beauty standards and combat digital distortion.
Dove conducted a comprehensive global study on beauty perceptions today to mark this milestone. In Australia, the findings are sobering: 44% of women are willing to sacrifice a year of their lives to meet societal beauty ideals, surpassing the global average. The pressure to conform to unrealistic standards remains pervasive, with a significant majority feeling compelled to maintain specific physical attributes.
The rise of Artificial Intelligence poses new challenges, with over 80% of Australian women exposed to harmful beauty content online. As AI-generated imagery becomes prevalent, so does the pressure to conform to digitally altered standards. Despite these challenges, Dove remains steadfast in its commitment to authenticity, pledging to never use AI to represent women in its advertising.
Partnering with industry leaders like Chelsea Bonner and Dr. Phillippa Diedrichs, Dove continues to advocate for transparency and diversity in media representation. Through initiatives like the Real Beauty Prompt Guidelines, Dove aims to set new standards for inclusive and genuine portrayals of beauty in the digital age.
Join us in celebrating 20 years of progress with ‘The Code’ campaign, as Dove reaffirms its mission to empower women and redefine beauty standards globally.