In an impactful stride towards real beauty representation, Dove unveiled, "The Dove Code", to mark 20 years of the Campaign for Real Beauty. The campaign was created to challenge and transform the portrayal of women in AI-generated content. At the heart of the campaign Dove commits to never using AI to replace real women in its ads. By showcasing the way that Dove principles are embedded into AI, the campaign seeks to redefine what beauty looks like in the digital age. The campaign extended across 30 countries in Q2 2024, featuring films of varying lengths (120'', 60'', 15''), highlighting the powerful idea embodied in the classical "Pure Imagination" song performed by Victoria Canal, a rising talent and advocate for individuals with disabilities.
Twenty years ago, Dove took a stance in challenging false beauty standards. Today, as we transition into an era where 90% of content is predicted to be AI-generated by 2025*, our message still stands: keep beauty real.
In a world where beauty standards constantly evolve and technology reshapes our perceptions, Dove stands as a beacon of authenticity and inclusivity. For two decades, Dove has been at the forefront of a transformative campaign, challenging societal norms, media portrayals, and industry standards to redefine what it means to be beautiful. However, as the brand commemorated its 20th anniversary of championing real beauty, it found itself confronted with new challenges in the digital age. The brand’s campaign, “The Dove Code,” reflects on the impact of AI on beauty perceptions, advocating for women to reclaim the power to define beauty on their own terms. Social media challenges, print, and outdoor executions complemented the campaign, with geo-targeted displays showcasing different outcomes.
As AI technology advances, distinguishing between genuine beauty and manufactured perfection becomes increasingly difficult. Dove’s commitment to authenticity is underscored by its decision to never use AI in place of real people in its advertising.
The video has reached over 2 million views on YouTube. The campaign received 94% of positive sentiment and marked the biggest PR coverage of Dove's history. The "Global State of Beauty" research findings, a widely viewed campaign film (over 500 million organic views globally), and "Real Beauty Prompt Guidelines" that attracted over 10,000 downloads in two weeks generated, altogether, over 4 billion organic impressions for the campaign. This comprehensive approach resulted in over 1,000 global press and social media publications, with coverage in major outlets like Fast Company, FOX, Globo, NBC, Forbes, and Elle.
