Friday, May 8, 2015

Dove's Real Beauty Campaign



”The Dove brand is rooted in listening to women. Based on the findings of a major global study, The Real Truth About Beauty: A Global Report, Dove launched the Campaign for Real Beauty in 2004. The campaign started a global conversation about the need for a wider definition of beauty after the study proved the hypothesis that the definition of beauty had become limiting and unattainable. Among the study’s findings was the statistic that only 2 percent of women around the world would describe themselves as beautiful. Since 2004, Dove has employed various communications vehicles to challenge beauty stereotypes and invite women to join a discussion about beauty. In 2010, Dove evolved the campaign and launched an unprecedented effort to make beauty a source of confidence, not anxiety, with the Dove Movement for Self-Esteem.”

Dove’s Campaign for Real Beauty website

To Dove’s credit, this campaign does not to play off of a woman’s fear that she is not beautiful, but rather celebrates the truth that everyone radiates beauty in her own way. This ad campaign is based on a more enlightened view of the world.

Warc recently announced that 'Real Beauty Sketches,' from Ogilvy Brasil São Paulo Dove, is the world's most successful campaign over the past two years, according to data from its Warc 100. (Source: Dove tops Warc 100 long-term rankings, 22 April 2015)
Watch Dove Real Beauty Sketches here.

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