Research from Dove shows that 85% of girls use retouching apps or photo filters by the age of 13. In an effort to tackle the possible negative emotional and psychological ramifications of this, the brand has released a campaign video titled ‘Reverse Selfie’. The short film follows a young girl applying make-up, taking photographs of herself, and using a filter on the photo before posting online – but this all happens in reverse, juxtaposing the imperfect reality of posts online with the natural person behind it. Alongside the video, Dove is offering free downloadable ‘Confidence Kits’ made with the help of experts from the Centre for Appearance Research to provide tips and resources on how to make social media a healthier environment.

Dove’s research has also uncovered that 67% of girls try to change or hide at least one body part or feature before they post a photo of themselves on social media, which can have dire consequences. “Dozens of scientific studies have shown that social media can negatively influence body confidence, mood, and self-esteem," says body image expert Dr. Phillippa Diedrichs. Given that there’s been an uptick in social mediaduring the pandemic, this is a cause for concern. By sharing resources for girls and their parents, Dove is positioning itself as a partner working towards body positivity. Actor Jameela Jamil has also taken a stand against damaging filters, while a growing number of people are using the #filterdrop hashtag to tackle this culture online.

Louis Tozer is a behavioural analyst of social sciences at Canvas8. He holds a master's degree in history from UCL School of Slavonic and East European Studies and was formerly a research assistant at the Institute of Philosophy and Social Theory in Belgrade. He can often be found in the pub with friends or at Roots Hall, the home of Southend United.