A new viral makeup filter is promoting unrealistic beauty standards, but Dove is fighting back. The viral Bold Glamour filter, which uses AI to dramatically distort facial features, has over 604 million views (and counting) and is being heavily criticized. There are concerns over it promoting unrealistic beauty standards, damaging the self-esteem of users alongside reinforcing that Westernised beauty is the “golden standard” to strive for, disregarding body diversity altogether. Dove has made a stand against the filter on TikTok, calling for people “to turn their back on filters” under hashtags like #TurnYourBack #BoldGlamour #NoDigitalDistortion. YPulse’s own research shows young women in Western Europe are accustomed to using filters on social media to alter their appearance; 53% agree that they wish they could look the way social media filters make them look IRL. (Glamour)
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