Industria
TO MARK 20 YEARS OF CAMPAIGN FOR REAL BEAUTY, DOVE RENEWS ITS COMMITMENT TO 'REAL'
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The outsized value society placed on appearance has intensified the pressure to be a certain type of beautiful. In its 2024 The Real State of Beauty: a global report, Dove finds 2-in-5 would give up a year of their life to achieve an ideal look or body. The study shows that while beauty ideals have diversified over the years, the checklist is growing and impossible to meet – from looking healthy (79%) to also being slim (71%), having a small waist (66%) while also being curvy (55%). 2 in 3 women believe that women today are expected to be more physically attractive than their mother's generation was.
With 90% of the content online predicted to be AI-generated by 2025*, the rise of AI is a threat to women's wellbeing: nearly half feel pressure to alter their appearance because of what they see online, even when they know it's fake or AI generated.
Artificial intelligence is perpetuating unrealistic beauty standards and lacking representation further through the content it is creating. While AI has the potential to foster creativity and access to beauty, with 1 in 4 women (28%) and almost 1 in 2 girls (41%) agreeing that being able to create different versions of yourself using AI is empowering, there is still a need for greater representation and transparency.
Dove will accelerate its efforts to champion transparency and diversity and take action to shatter beauty stereotypes in new and emerging media
To help set new digital standards of representation, Dove will create the Real Beauty Prompt Guidelines, easy to use guidance for everyone on how to create images that are representative of Real Beauty on the most popular generative AI programs.
The work Dove began in 2004 is far from over. Dove will never stop championing better representation, taking action to break beauty stereotypes, and standing up for power of Real Beauty. We can't drive change alone. Together, let's change beauty.
Online survey conducted by Edelman DXI (Data x Intelligence), a global, multidisciplinary research, analytics, and data consultancy, in November / December 2023 . This 25-minute survey was completed in 20 countries: Argentina , Australia , Belgium , Brazil , Canada , China , France , Germany , India , Indonesia , Italy , KSA, Mexico , the Netherlands , the Philippines , South Africa , Sweden , Türkiye, the USA , and the UK.
Researchers spoke with more than 33,000 respondents: 19,306 respondents aged between 18 to 64 years old (14,673 women, 3,776 men*) and 14,292 respondents aged 10 to 17 years old (9,475 girls, 4,753 boys*).
15 experts ranging from academic experts to consultants on body image and activists in the field were consulted on the research questions and outputs, and we ensured the survey was representative of various subgroups e.g. people with larger bodies, disabilities, mental health conditions, LGBTQ+ people and people of colour.
All interviews were conducted in local languages and dialects, with only appropriate questions asked in each market and the methodology was consistent with the level of national online penetration required to avoid sampling bias.
* Nina Schick , AI expert, prediction: With 90% of the content online predicted to be AI-generated by 2025. Source: Organize your life and...work with monday.com - the customizable work management platform (youtube.com)
Dove started its life in 1957 in the US, with launch of the Beauty Bar, with its patented blend of mild cleansers and ¼ moisturising cream. Dove's heritage is rooted in care – proof, not promises grew Dove from a Beauty Bar into one of the world's most beloved beauty brands.
Real women have always been our inspiration, and since the beginning, Dove has been wholly committed to providing superior care to all, and to championing real representations of beauty in our advertising, communications, and campaigns. Dove believes that beauty is for everyone, and the Dove mission is to ensure a positive experience with beauty is universally accessible to all.
For 65 years, Dove has been committed to broadening the narrow definition of beauty in the work they do. This includes the 'Dove Real Beauty Pledge,' and commitment to:
As the world's leading provider of self-esteem education for girls, Dove continues to support girls wherever their self-esteem is at stake and ensure the next generation grows up enjoying a positive relationship with how they look. Since 2004, Dove has reached over 100 million young people globally, in over 150 countries through the Dove Self-Esteem Project, with a goal of reaching
250M young lives by 2030.
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