Dove steps up Real Beauty crusade with branding mark to appear on all static ad images

Dove is to add the words ‘no digital distortion’ to all its static adverts across print, digital and social in another step in its long running Real Beauty positioning.


The branding mark will appear on its deodorant ads from next month and roll out across all images and products from January.

Global vice president Sophie Galvani, quoted in AdAge, said the brand wants to go “one step further” in its global push and help women “understand what is real and what isn’t”.

“The mark will help women identify reality and we hope relieve some of the pressure to look a certain way,” she said.

Galvani said she hoped other brands would follow Dove’s lead.

In 2016, Dove’s Global Beauty and Confidence report found almost eight out of 10 women around the world believed that all images in adverts are digitally doctored.

It also revealed that almost 70% felt anxiety amid the pressure to live up to images depicted in ads.


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