Dove is partnering with singer-songwriter Bebe Rexha among other influential voices to launch its #ShareTheFirst campaign.
Described as a global movement, #ShareTheFirst invites women to celebrate authenticity by sharing their actual first photo, before they snap ‘the one’.
New research from the Unilever-owned body care brand reveals the pressure to present a ‘perfect’ image leads nine in ten women to report taking up to 50 photos before selecting one to post.
Over half of women admit to spending more than ten minutes deciding whether to post, share, or delete a picture of themselves.
Alongside Me, Myself & I singer Rexha, Dove is onboarding creators, body confidence advocates and its customers to spread the #ShareTheFirst conversation.
“The best moments in life aren’t staged or filtered, they just happen,” said Rexha.
“But when you’re in the spotlight, there is so much pressure to look perfect all the time.”
“That is why I am so excited to team up with Dove to celebrate real, unedited beauty – the kind that comes from being unapologetically yourself the first time around and just living in the moment.”
“Too many women avoid sharing life’s biggest moments on social media because they don’t like how they look in a photo – from graduations, weddings and birthdays – this pressure to look ‘perfect’ leads to increased levels of anxiety and Dove wants to change that,” added Marcela Melero, Chief Growth Officer of Dove Personal Care North America and Dove Masterbrand.
“We are calling on our community to share the first photo, the one that captures joy, not perfection, demonstrating that real beauty isn’t about a flawless photo, but embracing beauty on their own terms.”
UK-based content creator and body confidence advocate Lucy Reeves is also lending her voice to #ShareTheFirst.
Reeves commented: “There is a huge pressure to get the perfect photo, thousands of retakes and mass deletes of memories, when the pictures don’t look completely flawless.
“Scrolling through perfected photos online has affected the way I see myself and my memories and I know I am not alone.
“It is time for us to change the trend of unrealistic perfection.
“Let’s post those photos, the real authentic ones, because they are enough.”
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