The Code | A Dove Film | Dove Self-Esteem Project

90% of content is predicted to be AI-generated by 2025. I really have mixed feelings about this, but that’s another story for another time. Well, even in this context, where things seem to be moving with a speed that surpasses our capacity, Dove stands by its message: keep beauty real.

Powerful message, great campaign. 👏

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. (source: Dove YouTube)

Dove has raised an important point about beauty standards perpetuated by media and now, increasingly, by AI technology. 

Media and beauty standards

For decades, media—whether through magazines, advertisements, or social platforms—has played a significant role in shaping our perception of beauty. These platforms often present an idealized version of beauty, emphasizing flawless skin, symmetrical features, and unrealistic body proportions. We are being fed this idea that beauty is about perfection, beauty has a certain weight, a certain skin type, and any flaws are airbrushed and women in particular are left with the impression that they are not good enough as they are, because they don’t see their kind of face or body in magazines or on social media. They do not exist.

AI reinforces existing beauty biases

AI is not changing the paradigm. Generative artificial intelligence (AI) is now contributing to this phenomenon. As AI algorithms and machine learning models become more sophisticated, they generate images that project an idealized version of beauty, distorting people’s perception of reality. The result? The average person who doesn’t fit the norm as indicated by the AI-generated standards, is simply excluded.

The impact on self esteem

The amplification of AI-generated content on social media only reinforces fake beauty standards, which can lead to mental health problems. Inclusivity, body positivity and representation are at risk in the face of striving to reach the same unattainable beauty standard. People’s self esteem gets hurt in the process.

Beauty is diverse. Beauty lies in being special, unique, having particular features, not becoming a doppelgänger. Instead if trying to edit our image, we should embrace self-acceptance and start living life. We should have the right to choose what we believe in, and redefine beauty by accepting its diversity and imperfection. And we should be allowed to age gracefully, proud we got to live this long, proud of the memories imprinted on our face, testimony of our laugh and tears.

P.S. I am in love with the song and with that new-found mesmerizing voice of singer Victoria Canal