#BEautybeyond
Dove’s campaigns have notoriously received widespread attention and praise for challenging traditional beauty standards in an effort to promote inclusivity, self-acceptance, and confidence. While the brand has an extensive portfolio to address women’s needs, it lacks targeted campaigns for men and non-binary folks, which could be problematic as the brand aims to grow their overall target market.
As a solution, the #BeautyBeyond campaign will foster participation and engagement with people from all backgrounds and identities. A pivotal piece of this is the ability of individuals to self describe. Too often, individuals are told who they are and how they should act- despite knowing themselves better than anyone else.
Through Dove, the power will be restored; acting as a strong reminder that society should not dictate what is beautiful; it should be defined by the self.
Client
Dove
Role
Group Leader
Services
Project Management
Challenges
& Objectives
/ Project Overview
The objective of this campaign is to promote body positivity and acceptance across various spectrums impacted by harmful expectations of beauty. Adhering to Dove’s brand voice, the campaign should be positive, inspirational, and empowering. The campaign must maintain consistency with Dove’s brand standards and act as a complementary extension of the brand’s existing initiatives.
/ Challenges
Current conceptions of beauty are limited and often exclude those who do not conform to traditional gender norms.
/ Objectives
The campaign will highlight the importance of self-defined beauty in the hope that consumers will undergo internal reflection and challenge their ingrained stigmas.
