The Code | Dove Self-Esteem Project

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.

Almost half of Aussie women feel pressure to alter their appearance by 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.


*Dove Self-Esteem Project Research, “2024 The Real State of Beauty: a global report”

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The Dove Self-Esteem Project is the largest provider of self-esteem education of its kind. We’re on a mission to boost confidence in 250 million young people around the world – by 2030 🌎 Together, we can reach millions more. Join us here 💫