Unilever’s Dove goes into battle in opposition to the so-called Daring Glamour filter which, it says, presents a regarding supreme of ‘magnificence.’ Dove is a long run advocate of “actual magnificence,” in fact. The Daring Glamour filter has been downloaded practically 400 million occasions, on Tik Tok and elsewhere.
Dove’s reply is #TurnYourBack to the #BoldGlamour filter and it’s roped in members of what it calls its “artistic neighborhood,” organised by Ogilvy, to guide the fightback. Artistic by David.
Ogilvy international CCO Liz Taylor says: “The irony shouldn’t be misplaced on me that I realized about this filter whereas standing in a room of world creatives speaking concerning the methods we will use rising applied sciences to create a constructive impression. When expertise penetrates tradition in dangerous methods, we now have an ethical obligation to face up and take motion. The Daring Glamour filter reinforces the poisonous magnificence requirements that Dove has been working to abolish.”
Firdaous El Honsali, international VP of exterior communications at Dove says: “Whereas social media filters generally is a supply of creativity and self-expression, Daring Glamour goes past ‘play.’ Instruments as soon as solely accessible to professionals can now be accessed by younger women on the contact of a button and with out regulation.
“At Dove, we’re dedicated to #NoDigitalDistortion in any of our advertising and promoting in order that we will assist a extra constructive surroundings on social media that’s consultant of actual, genuine magnificence.”
Whether or not or not manufacturers ought to become involved in such spats is debatable. Unilever has already obtained plenty of brickbats for its dedication to “goal” getting uncontrolled.
Magnificence is within the eyes of the beholder, in any case.
