Dove wages war on TikTok's controversial Bold Glamour Filter

Dove #Turn#YourBack campaign against TikTok Bold Glamour Filter
(Image credit: Dove)

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.

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Joe Foley

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.