Dove’s ‘Real Virtual Beauty’ Campaign Takes Aim at Sexualisation in Video Games

Since 2004, Dove's Real Beauty campaign has been an unwavering voice of authenticity and empowerment, while serving as a long-term brand platform for Dove to connect deeper with its audience. Over the years, the Real Beauty campaign has taken aim at the unrealistic standards of beauty projected by all forms of media and entertainment, from music to films. And in its latest iteration, headlined Real Virtual Beauty, the campaign is taking the action to video games. 

In partnership with the team at Epic Games’s Unreal Engine (makers of Fortnite) and Women in Games, Dove has released its latest ad that takes aim at the glaring issue of misrepresentation of women and girls in video games. In the 2-minute video, a female video game character strips herself of her overly sexualised costume in favour of armour that makes her more comfortable in her own body. Accompanying poster ads display the real life woman who inspired the design of the game avatar, along with a link for gamers to download the character for themselves.

Inspired by the stat that 74% of girls feel misrepresented in video games, the campaign highlights the larger issue of the inauthenticity of beauty standards, and their collective effect on girls’ self esteem. What Dove has done with this ad—and the campaign as a concept—is change the game by breaking stereotypes, fostering self-confidence among young girls, and challenging the gaming industry to embrace diversity and inclusivity.

One of the defining moments in Dove's Real Beauty campaign history, was the release of the groundbreaking Real Beauty ‘Sketches’ film in 2013. This campaign challenged conventional beauty standards by revealing the stark difference between how women perceived themselves and how others saw them. With over 180 million views, it marked a defining moment in brand advertising, and sparked important discussions about womens’ self-perception and the impact of societal norms.

With the Real Virtue Beauty campaign and the brave act of body positivity by the game character from the ad, Dove is once again proving its commitment to championing real beauty. As a brand that engages with a variety of age demographics including the highly political Gen Z, Dove's ability to constantly evolve its brand messaging while staying true to its core values, is what sets it apart in the world of brand activism and advertising. 

Dove plays the branding game to perfection. By embracing diversity and challenging societal norms, Dove attempts to pave the way for a more inclusive world. As Gen Z continues to make sense of the world it’s been born into, while constantly under pressure to look, live, and love a certain way, campaigns like Dove's Real Virtual Beauty remind us that beauty and personality know no boundaries.

Good game, Dove. Good game.