O Boticário launch Code Her to fight AI image manipulation
Agency AlmapBBDO and O Boticário launches Code Her movement to raise awareness among women to report and take action with a bot against digital image manipulation crimes.
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In Brazil, reports of misogyny, violence, or discrimination against women increased by 224.9% compared to the previous year.
This data from the National Cybercrime Reporting Center of the ONG SaferNet Brasil, referring to 2025, materialises a growing feminine fear: of being publicly exposed in fake images created with artificial intelligence. Attentive to this scenario, O Boticário, a Brazilian cosmetics company, created the Code Her movement, composed of actions that include a bot that alerts about modification and sexualisation attempts of photos by AI, and the availability of a digital handbook with the necessary information to report and act on possible legal implications.
The initiative is aligned with the positioning of the feminine fragrance brand Her Code which, since 2023, opens conversations and initiatives for women on the theme of female pleasure which, even though it has advanced in discussions, remains surrounded by many taboos, and unfortunately, serious violations against the female body. “It is important to highlight that artificial intelligence has brought numerous positive possibilities and that it is the human intention behind the prompt that can make it a tool for public exposure and vulnerability. Our initiative is to position ourselves increasingly as allies of women, advancing in the construction of projects that go beyond the universe of beauty, promoting relevant discussions and proposing connected and constructive solutions,” says Carolina Carrasco, Branding and Communication Director of O Boticário and Quem Disse, Berenice?.
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powered by- Agency AlmapBBDO/Sao Paulo
Created by the agency AlmapBBDO, the project emerges as an educational ally to open the conversation about image manipulation by AI and encourage the search for information about legal protections. The initiative unfolds into a multi-platform campaign with a digital film starring singer Marina Sena, in addition to featuring content with Rose Leonel, a journalist who had intimate images disclosed without consent in the early 2000s.
The campaign also reinforces information about existing Brazilian laws for reporting these crimes, such as the “Rose Leonel Law”, “Carolina Dieckmann Law”, “Maria da Penha Law”, and the Civil Rights Framework for the Internet, all named after Brazilian women who suffered violence, whether in physical or digital environments.
"This behavior on social media is a serious symptom of our society. But the internet is not a lawless land. With Code Her, we are using AI against AI, so that women can share photos of their bodies however they want and they continue to be theirs alone," state Ana Novis and Paula Keller Perego, Creative Directors at AlmapBBDO.
Code Her was developed as a bot within the X platform, which can be activated by users themselves by simply tagging @CodeHerBot when sharing their photos on this social network. Women interested in having monitoring on their posts must access the project's website (codeher.boticario.com.br), which contains all information and guidelines, and upon accepting the terms, will activate the feature.
After activation, when publishing photos, tag @codeherbot in the post so that the feature, through the AI chatbot, monitors the publication. If there is a photo-manipulation attempt by Grok (X's AI), the image will not be displayed; an alert signaling the attempt will be sent to the victim, indicating the official channels for reporting and raising awareness of laws and rights.
