Dove explores social media beauty standards in new campaign with open casting call

Personal care brand Dove has launched a new campaign inviting women to “share their individual beauty” through an open casting call, as part of an installation called “The Beauty Machine”.

The initiative aims to examine how digital platforms and algorithms may influence perceptions of beauty.

According to the Dove State of Beauty report, nearly half of women and girls in the UK say they feel pressure to change their appearance, even when they are aware that images they see online may be altered or unrealistic. The report suggests that widely circulated images on social media can contribute to a narrower representation of beauty.

The campaign includes a public installation at Waterloo Station, designed to mimic the experience of scrolling through social media feeds. While appearing to present variety, the installation repeatedly displays similar facial features, highlighting concerns about the repetition of certain aesthetics online.

Visitors can participate in the campaign by scanning a code at the installation or by submitting images through the hashtag #DoveOpenCall. Selected images are expected to appear on digital billboards in the area and across the brand’s social media channels.

Marcela Melero, Chief Growth Marketing Officer at Dove, stated that the campaign seeks to encourage broader representations of beauty and to prompt discussion about the role of algorithms in shaping visual culture.

"In the age of the algorithm, beauty online is starting to look the same. But why are algorithms getting to decide what is beautiful? Dove wants to remind women that beauty in the real world is far more unique, creative and expressive than what we often see online. Our aim here is for beauty to be individual and defined by women themselves, not how algorithms choose to amplify it," said Melero.

Similarly, Aleks Krotoski, a researcher and broadcaster focusing on the social impact of technology, noted that algorithms tend to prioritise content that generates high engagement. Over time, this can result in repeated exposure to similar types of faces and appearances, potentially narrowing perceptions of beauty.

Dove, which was founded in 1957, has historically positioned its brand around themes of care and inclusive beauty. The company has previously introduced initiatives such as the Dove Real Beauty Pledge and the Dove Self-Esteem Project, which aims to provide educational resources focused on body confidence and self-esteem.

Through its latest campaign, Dove continues its stated aim of promoting diverse representations of beauty and encouraging individuals to define beauty on their own terms.