Dove has introduced its ‘No Digital Distortion Mark’ as a new goal to ensure beauty is a source of confidence.
Starting July, Dove‘s Mark will run across all branded content with deodorant campaigns globally. The new tool will be integrated into Dove’s imaginary across print, digital and social by January 2, 2019.
According to the research from the Dove Global Beauty and Confidence Report (2016), women globally have lost faith in what they are viewing. 77 percent believe that all images in the media have been digitally altered or airbrushed.
Dove Global Vice President, Sophie Galvani said:
Last year, we pledged to use images with zero digital distortion. This year, we want to go one step further and give women a tool to help them understand what is real and what isn’t.
The Mark will take help women identify reality and relieve some of the pressure to look a certain way, which is why we have created a new Evolution Film which reveals the extent of digital distortions and manipulations that takes place in media and advertising and brings to life the issue that women experience.
We are hoping more brands join us in this movement, as this commitment needs to be widespread.
Dove’s ‘No Digital Distortion Mark’ is a part of its Real Beauty Pledge campaign, consists of three vows; Featuring real women, building body confidence & self-esteem and no digital distortion in its campaigns.
Allowing women to understand what is real and what it is retouched, Dove, again, promises to support them to feel confident about their beauty consistently.