Dove launches No Digital Distortion Mark on branded content

Dove is taking a further stance in its commitment to differentiating real, true and accurate imagery in the beauty world by launching a new initiative.

The brand is introducing consumers to the No Digital Distortion Mark, which will be incorporated in all static imagery showcasing women to ensure the image being displayed is an accurate and genuine portrayal.

Dove’s new mark joins its Self-Esteem Project tools and also serves as a way to showcase to consumers the brand’s commitment to not digitally distorting images and showcasing women as they would be seen in real life, the company said.

“Through the work of the Dove Self-Esteem project, we teach children to question what they see in the media and not to take everything at face value,” Phillippa Diedrechs, body image expert, said. “However, the responsibility shouldn't solely be on the viewer. Brands can do more to showcase reality and take this unnecessary pressure away. By doing so, we can have a positive impact on the lives of young girls.”

The No Digital Distortion Mark is a continuation of the brand’s Real Beauty Pledge, which was a public commitment to never present unachievable, manipulated, flawless images of “perfect” beauty.

“Last year, we pledged to use images with zero digital distortion," Sophie Galvani, Dove global vice president, said. “This year, we want to go one step further and give women a tool to help them understand what is real and what isn't. The Mark will take help women to identify reality and relieve some of the pressure to look a certain way, which is why we have created a new Evolution Film, which reveals the extent of digital distortions and manipulations that take place in media and advertising and brings to life the issue that women experience. We are hoping more brands join us in this movement, as this commitment needs to be widespread.”

The Mark will begin to roll out in July with the brand's deodorant campaigns and be expanded into all static imagery by January 2, 2019.