“We’ve consistently taken on the biggest issues that impact how beauty is perceived,” said Melero. “‘The Beauty Machine’ is our next step in that journey. It’s about responding to the newest pressure point we’re seeing: how algorithms are now starting to dictate a single, narrow beauty ideal.”
Previously, when TikTok launched its Bold Glamour filter, Dove took action to draw attention to the unrealistic body standards it perpetuated. Created by David, “Turn Your Back” showed women turning away from the camera, “because no filter should tell you how to look.”
When news emerged that Facebook had hidden internal data suggesting Instagram had worsened body image issues for teenage girls, Dove ran a social experiment called “Toxic Influence,” using deepfake technology to expose the dangers of toxic beauty advice online.
And concerned about how selfie culture bombards young women and pressures them to compare themselves to heavily retouched images, Dove created “Reverse Selfie,” a film that captures, in reverse, the emotional and physical effort a young girl puts into taking the perfect shot.
