The Dove vs. AI Beauty Standards campaign opposes the unrealistic beauty stereotypes that the cosmetics industry perpetuates. Dove’s marketing strategy has always focused on making all women feel beautiful in their bodies, and it often perpetuates idealized images, with algorithms favouring skin tone, body shapes, and facial features that fit a narrow standard of beauty. Dove highlights the disconnect between these AI-generated standards and the wide variety of natural, diverse human appearances. By challenging these unrealistic digital depictions, the brand underscores that true beauty is far more varied than AI can capture.
The campaign highlights how AI-driven beauty standards, such as those seen in social media filters and AI-generated avatars, can negatively impact self-esteem and body image. When people see these images, they subconsciously internalize the unrealistic beauty standard. The images used to create the algorithm usually include eurocentric standards of beauty. In a study of human beauty, according to AI, it was found that some AI models learn about humans mainly through the internet, where unfiltered information can make humans look distorted. Female breast images created by AI were generally oversized and sexually suggestive. It is important to note that AI continuously learns from its environment and, without proper control, can perpetuate existing biases. For example, if you tell AI to make an image of a beautiful woman, it usually creates a picture of a white woman with long hair and blue eyes. People of different ethnic backgrounds are often excluded or pressured to conform to Eurocentric standards.
AI is increasingly being used to market products on social media. Companies use AI images of idealized women to advertise their products, which leads to body dysmorphia. Dove is thereby setting itself aside from other companies by using AI to create realistic depictions of women in media. Social media use may lead to a preoccupation and focus on physical appearance, such as engagement in appearance shows that photo-related activities can lead to concerns about appearance, as well as decreased body image and self-esteem (Cohen, Newton-John, & Slater, 2017; de Vries, Peter, Nikken, & de Graaf, 2014). Dove addresses this issue by featuring real women in their campaigns, intentionally avoiding any use of Photoshop to promote a message of self-acceptance.
Dove encourages individuals to embrace their imperfections and uniqueness by contrasting genuine natural beauty with AI-generated standards. The campaign emphasizes that algorithms should not dictate beauty but, instead be defined by each person according to their distinct characteristics. Women who are active online became the core focus of Dove’s target market on digital and social media. The brand focused on females, ages 18 to 35, who valued natural, healthy beauty products. Thus, l am part of the brand’s target audience as l am female and twenty years old. Dove achieved its highest underlying sales growth in over a decade in 2023, delivering €6 billion for Unilever. This coincides with the brand reaching a milestone of 100 million young people educated on body confidence via the Dove Self-Esteem Project. Thus, one can conclude that Dove’s commitment to real beauty has been successful. When I saw the advertisement, I felt empowered and proud of my body.
Kenig, Nitzan, Javier M. Echeverria, and Aina M. Vives. “Human Beauty According to Artificial Intelligence.” Plastic and Reconstructive Surgery Global Open 11, no. 7 (2023): e5153. Accessed January 31, 2025. https://doi.org/10.1097/GOX.0000000000005153.
Mills, Jennifer S., Sarah Musto, Lindsay Williams, and Marika Tiggemann. ““Selfie” Harm: Effects on Mood and Body Image in Young Women.” Body Image 27, (2018): 86-92. Accessed February 1, 2025. https://doi.org/10.1016/j.bodyim.2018.08.007.
Unilever. 2024. “20 Years On: Dove and the Future of Real Beauty.” Unilever. Unilever PLC. April 23, 2024. https://www.unilever.com/news/news-search/2024/20-years-on-dove-and-the-future-of-real-beauty/.
Shanny Rose
The student does not critically examine whether Dove actually engages in greenwashing, but they do a good job of explaining the company’s crusade against AI-driven beauty standards. They draw attention to how AI contributes to body image problems and upholds Eurocentric beauty standards, but they don’t ask if Dove’s marketing is performative or truly inclusive.
Their primary arguments center on Dove’s commercial success, how AI shapes unattainable beauty standards, and how the company differs from its rivals by eschewing Photoshop. Additionally, they address the detrimental impacts of social media on body image, using two academic sources (Cohen et al., 2017; de Vries et al., 2014) to back up their assertions. Citing studies on AI biases in advertising or critiques of Unilever, Dove’s parent company, might bolster their case, though.
In analyzing if Dove maintains its message across all of its marketing or if it continues to make money off of traditional beauty standards, the analysis falls short. Although the student’s individual opinion is important, it might be counterbalanced by a more comprehensive consumer perspective.
They should look at whether Dove’s effort is a marketing ploy or a sincere commitment in order to make improvements. Dove had previously come under fire for its inconsistent message, which included advocating body acceptance in some areas while offering skin-lightening products in others. A more thorough examination of consumer skepticism, business ethics, and AI bias research would improve their analysis and offer a more comprehensive criticism.
– Shanny