Behind Dove's 'Campaign for Real Beauty'

The personal hygiene brand knew the way beauty products spoke to women needed to change

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Two years ago, during a strategy meeting, a largely female agency-client team tried to convey to their male colleagues the feelings of frustration that women feel when confronted with most beauty advertising.

The team had been interviewing women to find out how they feel about beauty and the way they are portrayed in the media to determine how best to market Dove’s growing product line. With a brand story that began after World War II with its cleansing Beauty Bar, Dove in recent years had expanded into hair, deodorant and skin-firming products and was seeking a powerful global message to make Dove as iconic as Nike or Apple.




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