How Dove challenged the representation of women in gaming

Dove takes its Real Beauty mission to the virtual world to create a more representative, inclusive environment online.

Why does Player 1 always have to be a Size 0?

74% of women wish for more inclusivity in female video game characters, with 60% playing video games before the age of 13. The gaming industry still reflects the narrow beauty standards of the Lara Croft era, negatively affecting female players’ self esteem and making them feel underrepresented.

Inclusive characters, free to download

Dove believes that beauty should be a source of confidence, not anxiety, in every aspect of life, both real and virtual. Continuing with Dove’s ‘Let’s Change Beauty’ tagline for their first ever gaming campaign, we selected four Real Beauty models and turned them into video game characters to champion inclusivity in the gaming world. When the film’s heroine, Cinthia, returns to the game, she does so as her authentic self, ready for what the game throws at her. The 3D models were available to download for free on Dove’s website.

A programme to counter creator's bias:

This initiative led to a partnership with Epic Games’ Unreal Engine and Women in Games, kicking off the Real Beauty in Games Training, a course developed in partnership with Centre for Appearance Research and to help creators to reflect the diversity and avoid contributing to bias and stereotypes in design, equipping the next generation of players and creators with tools they need to build self-esteem and body confidence.


Initial KPI
Avatars downloaded
Positive Sentiment


Dove 'Real Virtual Beauty'

How Dove challenged the representation of women in gaming

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