DOVE: #NODIGITALDISTORTION MOVEMENT

Nowadays unrealistic and unattainable beauty standards influence women's self-esteem all around the world. The image of distortion reflects itself in a form of airbrushing and various filters on social media platforms, such as TikTok, Instagram etc. Just like that, thousands of women were being manipulated by the Bold Glamour filter - they were put under the pressure of hiding their imperfections, whether it was unruly hair, thin lips or wrinkles. To showcase reality and take this unnecessary pressure away Dove company launched a campaign with a body-positive message - they tried encouraging people to celebrate their personal beauty and turn their back on the digital distortion. The article attempts to identify how Dove's movement affected the beauty industry as well as the revenue of the company, and whether the campaign was successful or not.