Dove is committed to creating a world where beauty is a source of confidence, not anxiety. We want to inspire all women to reach their full potential by caring for themselves and each other.
We've always championed women and will continue to use ad campaigns as an opportunity to redefine beauty, challenge stereotypes and celebrate what makes women unique. To reinstate this commitment to championing real beauty, and coinciding with the Dove 60th anniversary, we launched our Real Beauty Pledge. We made three vows to uphold for women everywhere, that we carry today:
1) We always feature real women, never models
2) We portray women as they are in real life
3) We help build girls' body confidence and self-esteem
And since then, we're always looking for new opportunities and ways to stand up for the women we care for.
In 2019, we co-funded the CROWN Coalition to advance anti-hair discrimination legislation called The CROWN Act.
Our No Digital Distortion Mark is a continuation of our Real Beauty Pledge. This is our promise to always show women as you'd see them in real life. We vow to never show manipulated, unachievable images of 'perfect' beauty created by digital distortion. No alterations to body shape or size, just 100% real beauty.
In 2019 and 2020 Dove partnered with Getty Images and Girl Gaze to create an image bank to shatter all beauty stereotypes. The bank features women and non-binary individuals from all over the world including many from South Africa.
The project #ShowUs holds over 10,000 stock images to offer a more inclusive vision of beauty for all media and advertisers to use.
In 2020, Dove in South Africa seeded Dove women in casting videos, placing real women in front of advertising directors, asking them to give real women a chance. Several companies have since chosen our diverse beautiful women to feature in adverts thereby helping to shatter the previously seen stereotypical beauty.
In 2021 Dove launched the Reverse Selfie film, which draws attention to the damage of social media filters and the way that these seemingly innocent filters can be detrimental to self esteem. A study done with South African girls revealed that 83% of young girls in our country have used an app or a filer by the age of 13. This is a higher percentage than the global average – revealing that social media can play a huge role in shaping, breaking or building self esteem.
The Dove film exposes the editing changes that take place and how sometimes girls might not even look like themselves post the editing process.
80% of the young girls surveyed believed that brands and influencers could play a role by not editing images themselves and standing up against distortion.
The Dove confidence kit can be found on the Dove Website and can help teachers, parents and mentors to make a real difference in young people's awareness of social media pressures and help them to navigate social media safely and confidently.