Concerns about the toxic effect of social media beauty trends are nothing new, but TikTok's Bold Glamour Filter has brought things to a fresh extreme. The hugely popular realistic filter allows users to radically transform their appearances, but psychologists fear that what might seem like harmless fun can have a serious impact on self-esteem, especially among younger users.
Unilever's Dove, which is already known for taking a stand on such issues with its #SpeakBeautiful, #DetoxYourFeed and #NoDigitalDistortion campaigns, is once again leading the fight back. The beauty brand's latest campaign is using the hashtag #TurnYourBack and encouraging users to do just that, uploading photos taken from behind to reject the use of the new filter, and it's another example of how Dove could have a chapter all of its own in the best branding books.
Expert Warns About Using TikToks Bold Glamour Filter #tiktok #boldGlamourfilter #InternationalWomensDay #IWD2023 @vindx #boldglamourfilter pic.twitter.com/IPHGHwi85sMarch 9, 2023
Despite all the rhetoric, it's not that often that a brand actually manages to be a force for good. Dove has been one of the most successful, and it's done it again with this new influencer-led campaign. Creators share their feelings on TikTok's Bold Glamour Filter (see how it works in the Twitter post above) and explain the damage it can do to people's perceptions and expectations of what constitutes beauty.
Dove has also released research from its own Self-Esteem Project that shows that 80 per cent of girls have used a filter to change the way they look in photos by the age of 13, and that 48 per cent of girls who distort their photos regularly have lower body esteem.
"It’s vital that we push back against these increasingly toxic beauty standards and show young girls that it’s OK to be their authentic, beautiful selves," the brand says. "We are calling on our community to join us to turn their backs to the toxic Bold Glamour filter and stand up for real beauty. Because real beauty is bold!"
Read more:
- The TikTok logo: history and inspiration
- Mercedes' TikTok car sounds a little terrifying
- This small business has broken TikTok with its hilarious marketing
Get top Black Friday deals sent straight to your inbox: Sign up now!
We curate the best offers on creative kit and give our expert recommendations to save you time this Black Friday. Upgrade your setup for less with Creative Bloq.
Thank you for reading 5 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.