Dove's Latest Campaign Turns Its Back on TikTok's Bold Glamour Filter

The effort from Ogilvy and David continues the brand’s fight against digitally distorted images

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TikTok’s new Bold Glamour filter has been downloaded more than 16 million times since it launched last month. Dove is taking a stand against it and the unrealistic beauty standards it perpetuates in an influencer-led campaign from Ogilvy and David.

Part of the long-running Dove Self-Esteem Project, the #TurnYourBack effort kicked off March 9 with TikTok post from Dove. Stating that “no filter should tell you how to look,” it shows women turning away from the camera and walking off screen.

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