Dove: How Dove influenced toxic influencers

Dove, a personal care brand, launched a hero film across social media using deepfake technology to take a more actionist stance to detoxify beauty by disarming and undermining threats to girls' self-esteem.

Executive Summary

With our brand being questioned for the first time, and purposeful marketing under scrutiny, Dove decided to refresh and update its 20-year-old brand idea. As new threats to women and girls' self-esteem grew on social media, we saw that taking action was our only option. Following the success of Reverse Selfie, we saw that there was still more to do to detoxify the world of beauty on social media. While Reverse Selfie had focused on the selfie, this time we identified influencer beauty advice as a potential threat to self-esteem.

Teenage girls had underestimated the insidious impact of...

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