O Boticário tackles AI image abuse with Code Her

O Boticário has launched the Code Her movement in Brazil, introducing a set of tools and educational resources designed to help women respond to the growing misuse of artificial intelligence in image manipulation and online abuse.

The initiative follows a sharp rise in reports of misogyny and violence against women, including cases involving manipulated or fabricated images, according to data from SaferNet Brasil.

AI tool aims to detect and prevent image misuse

At the centre of the project is a bot developed for the social platform X, which alerts users to attempts to alter or sexualise their images using artificial intelligence. The tool forms part of a broader effort to equip women with practical resources to identify, report and respond to digital violations.

Alongside the bot, Code Her includes a digital handbook outlining legal rights and reporting procedures, encouraging greater awareness of protections available under Brazilian law.

Carolina Carrasco, Branding and Communication Director, O Boticário and Quem Disse, Berenice: "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."

Campaign uses AI to counter AI-driven risks

Created by AlmapBBDO, the initiative takes an educational approach, encouraging discussion around AI-generated content and its legal implications. The campaign spans multiple platforms and includes a film featuring singer Marina Sena, as well as content with journalist Rose Leonel, whose personal experience with non-consensual image sharing informs the project’s message.

The campaign also highlights existing legal frameworks in Brazil, including laws addressing digital and domestic violence, reinforcing pathways for reporting offences.

Ana Novis, Creative Director at AlmapBBDO: "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."

Paula Keller Perego, Creative Director, AlmapBBDO: "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."

Bot integrates with X to monitor image use

Users can activate the Code Her bot by registering via the project’s website and tagging the bot when posting images on X. Once enabled, the system monitors content and flags attempts by AI tools to manipulate images.

If an alteration is detected, the image is blocked from display and the user receives an alert with guidance on reporting the incident, alongside information about relevant rights and protections.

Broader initiative extends support and awareness

The launch builds on wider efforts by O Boticário Group to address violence against women. Earlier initiatives include a WhatsApp channel developed with Bloom Care, offering guidance from medical, legal and psychological experts.

Through Code Her, the brand extends its role beyond beauty into digital safety, aiming to provide both technological tools and accessible information to support women navigating online environments.

www.grupoboticario.com.br

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