Last year, the brand dovetailed into the virtual space with the launch of Real Virtual Beauty, described as “a series of commitments challenging the representation of beauty online,” specifically targeting negative stereotypes of beauty and representation in gaming. It also launched SuperU Story, a video game designed to build kids’ self-esteem, on the Roblox platform. 

“At Dove, we believe every single person should see their beauty represented in the world around them—this is no different for the virtual world,” said Leandro Barreto, senior vp, Global Dove Masterbrand, in a statement. “The importance of accurately and respectfully depicting textured hair in video games cannot be overstated, and we are proud to play a small part in taking action to set a new standard for diversity and representation in video games.”

Barreto continued: “There is more to be done to ensure Black gamers see themselves in the games they play, but we can’t do it alone.  We are calling on gaming developers and industry leaders to join us to help make virtual beauty a reality with Code My Crown.”  

Game on 

News of the Code My Crown initiative was announced during the NexTech session prior to its launch and was met with understandable enthusiasm from CEO and founder of Black Girl Gamers, Jay-Ann Lopez, who was speaking on the panel along with Watts and *gameHERS board member, Nicole Lapointe Jameson with host, Blake Newby, moderating.

“That representation is especially key, and it also provides skills not just to Black developers, but to all developers of all backgrounds to enable them to actually think outside of their self-representation box which has also caused a problem,” Lopez. She says she also believes that seeing such representation will resonate with Black children, who may consider a future career path in the space as “a character rigger, a game designer, a character designer.”