#TurnYourBack

Social media has had face-altering augmented reality filters since 2015. Most were harmless, adding dog ears or a virtual accessory like a crown. With the advent of generative AI the Bold Glamour filter leapt forward. Bold Glamour used one beauty standard to airbrush a TikTok user’s face so much that some called for it to be illegal due to its mental health effect. Thanks to AI, Bold Glamour maintained the effect even with a hand in front of a user’s face. This made it impossible to tell if someone was using the filter. While some pointed out the potential harmful side effects to young girls, many influencers and everyday users used and shared the filter widely. As the creator of the No Digital Distortion movement and Dove Self Esteem Project, Dove needed to respond. And its media response needed to be natural to the platform using influencers to reach millions.