THE WHAT? Unilever-owned Dove is launching Real Virtual Beauty, a series of actions supported by partners across the games industry designed to shatter beauty stereotypes and equip the next generation of players and creators with the tools they need to build self-esteem and body confidence.
THE DETAILS The personal care brand is kicking off the campaign with Real beauty in Games Training, a course developed in partnership with Centre for Appearance Research and industry experts to help creators to reflect the diversity we see in everyday life and to avoid contributing to bias and stereotypes in design.
The brand has also teamed up with female led games studio Toya to launch SuperU Story, a free experience on Roblox designed to help young girls build body confidence.
THE WHY? Some 1.3 billion women and girls make up half of the global games community, with 60 percent playing video games before the age of 13. The games industry still reflects the narrow beauty standards of the Lara Croft era, negatively affecting female players’ self esteem and making them feel underrepresented.
Leandro Barreto, Dove Global Vice President, explains, “At Dove we believe that beauty should be a source of confidence, not anxiety, in every aspect of life – both real and virtual. As part of Dove’s social mission in confidence and self-esteem, we are taking steps to tackle negative stereotypes in the rapidly growing games industry. Through our work with Epic Games’ Unreal Engine education team, Women in Games, and alongside the launch of SuperU Story on Roblox – we hope to make a real impact on the millions of women and girls who are spending their free time playing games.”