Dove challenges TikTok's 'Bold Glamour' filter with new campaign

Dove has introduced a global campaign to help "transform our toxic, digitally distorted feeds" and push towards keeping beauty real.

The #TurnYourBack campaign has launched in response to the TikTok trending 'Bold Glamour' filter, which the brand believes to be "dangerous and reinforces the damaging beauty stereotypes Dove has been working to shatter".

It calls for social media users to take action by posting a video "turning their back to the filter", using the #TurnYourBack, #BoldGlamour and #NoDigitalDistortion hashtags.

@dove No filter should tell you how to look. 80% of girls are already using filters by the age of 13. It’s no wonder their perception of beauty and their self-esteem are distorted. Help reverse the damage. #TurnYourBack on the Bold Glamour filter and digital distortion. Real beauty is bold. #RealBeautyIsBold #Dove #LetsChangeBeauty #NoDigitalDistortion #BeautyCommunity #SelfEsteem ♬ original sound - dove

@rikkisandhuu together with @dove I’m turning my back on #BoldGlamour you gals already know that I NEVER use filters anymore… 🫶🏼 & these filters are getting out of hand!! you’re all beautiful without the filters 😫💖 #TurnYourBack to #BoldGlamour #NoDigitalDistortion ♬ original sound - RIKKI

According to Dove, 80% of girls have already applied a filter or used a retouching app to change the way they look in photos by age 13. As a result, 48% of girls who distort their photos regularly have lower body confidence compared to 28% of girls who don’t.

The initiative follows a number of social media campaigns from Dove, including #SpeakBeautiful, Reverse Selfie/Selfie Talk and #DetoxYourFeed, which aim to "champion the wider definitions of beauty and make social media a more positive place".

Firdaous El Honsali, Global Vice President of External Communications at Dove, said: "While social media filters can be a source of creativity and self-expression, Bold Glamour goes beyond ‘play'.

"At Dove, we are committed to #NoDigitalDistortion in any of our marketing and advertising so that we can support a more positive environment on social media that is representative of real, authentic beauty. We are calling on our community to join us to turn their backs to the toxic Bold Glamour filter and stand up for real beauty."