Creative Direction

Twenty years ago, Dove made a stand in challenging false beauty standards. Today, as we transition into an era where 90% of content is predicted to be AI-generated by 2025*, our message still stands: keep beauty real. 1 in 3 women feel pressure to alter their appearance because of what they see online, even when they know the images are fake or AI-generated*.

The rise of AI poses one of the greatest threats to real beauty in the last 20 years, meaning representation is more important than ever. That’s why in honor of the 20th anniversary of the Campaign for Real Beauty, Dove is renewing its vows to champion real beauty, with a commitment to never use AI to create or distort women’s images. While there has been some positive change, the state of beauty in 2024 still isn’t pretty. Our new campaign, The Code, looks at the impact of AI on beauty, while celebrating the lasting legacy Dove has built.

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