Olay To Fight Bias ‘Hidden’ in Beauty Algorithms

Procter & Gamble’s Olay brand is further extending its work to end bias, this time by working to eliminate bias in coding and encouraging more females to enter computer science though its new #DecodetheBias campaign. The new initiative, announced this week during National Coding Week, is part of its #FacetheSTEMGap commitment.

Algorithms act as digital gatekeepers deciding who gets hired or who gets access to healthcare, often giving undue preferential treatment—another effect is that algorithms reinforce an exclusionary standard of beauty. From social media filters and apps to search engines, these algorithms are defining beauty based on a singular standard, often leaving women of color excluded. Algorithms rule our diverse world, yet the people coding them do not represent it. 

By 2030, Olay has committed to #FacetheSTEMGap by helping to double the number of women in STEM and triple the number of WOC in STEM. As part of this commitment, Olay says it is critical to diversify the people who get to write the code. The path to a more diverse definition of beauty and more equitable representation online requires greater inclusion in the field of computer science. 



The campaign has core three elements: 

• Raising awareness about coded bias in the beauty industry by highlighting one major issue—how data, computer code, and AI reinforce exclusionary beauty standards and exclude women of color. The campaign features a national :60 TV spot and targeted print campaign and includes Joy Buolamwini, founder of the Algorithmic Justice League (AJL), whose groundbreaking work illuminating the existence of coded biases in artificial intelligence helped inform the campaign. Learn more about Joy Buolamwini and AJL in the Netflix documentary, Coded Bias. 

• Sending 1,000 girls to code camp to inspire them to pursue STEM careers. Olay has partnered with the non-profit organization dedicated to “changing the face of technology,” Black Girls CODE, to provide 1,000+ girls of color an introduction to coding through their 2022 summer camps program. During the camp these future women in STEM will explore everything from robotics to game design to iOS app development under the guidance of leaders within the tech industry. By sending 1,000+ girls to code camp in partnership with Black Girls CODE, we can help #FacetheSTEMgap and provide girls of color the resources and the spark that might encourage them to enter the field. 

• #DecodetheBias in their own organization. Olay audited their Olay Skin Advisor, a web-based tool that uses a selfie to provide a skin analysis and recommend skincare products. The brand engaged AJL audit partner ORCAA (O'Neil Risk Consulting & Algorithmic Auditing) to assess the Olay Skin Advisor’s AI, identifying issues of bias and recommending steps for remediation, with Buolamwini, herself, providing expertise throughout the process. Olay hopes to set an example for the beauty industry, and all industries, to look at the algorithms behind their own applications and help #DecodetheBias.