Photo Credit: Dove.com
Dove Beauty made quite a splash when they rolled out their first real beauty campaign in 2004 – and the skin care giant is upping the ante again with the Dove Real Beauty Pledge.
Officially launched on March 2, the new campaign involves looking at real beauty through the lens of celeb photo Mario Testino and a new gallery of portraits of 32 real women and girls aged 11 – 71 from all around the world including Annisa, a full-time mom from Indonesia who felt her most beautiful moment when she was pregnant for the first time; Vicki, a paralympic medallist from the UK who lost her leg to cancer at age 22. and Rosie, an executive assistant in the UK who is so over comparing herself to girls she thought were prettier or thinner.
All the images are inspired by and shot according to the Dove Real Beauty Pledge, and are part of the Dove Real Beauty Showcase which will be on display in New York City and online. This means none of the images were digitally retouched, all women used their real names and all approved the images.
“The way Dove empowers women to celebrate their own unique beauty has long resonated with me. I have always taken the same approach with my pictures. A photographer has a choice – they can take a picture and make it about themselves by using avant-garde techniques, sometimes capturing the weakness in women, or they can choose to give their picture over to the woman in front of the lens by making her look herself and feel her most powerful,” says Testino in a news release.
Dove also re-upped their beauty pledge, vowing to reach 20 million more people with their self esteem workshop by 2020. So far more than 625,000 teachers have delivered a Dove self-esteem workshop and more than 1.5 million parents have engaged with online content.
When Dove Flies, Others Follow
Dove clearly put real beauty on the map and the pop culture radar, and this notion seems to be taking off as growing companies realize that women come in all different sizes, shapes, sizes and colors – and this diversity is what makes them beautiful. Nike just launched a plus-size clothing line with new sizes 1X through 3X on more than 200 products, including athletic shirts, pants, shorts and jackets, and new sports bras will go up to size 38E. Mattel’s Barbie now comes curvy, petite and tall in an assortment of skin tones, eye colors and hairstyles. American Girl will be releasing Native Hawaiian and Korean American characters in 2017, and the National Advertisers’ #SeeHer campaign gets new faces with the “A Woman Did That” campaign co-created with MTV for Women’s History Month. The faces include Rihanna, Olympic gold medalist Laurie Hernandez, fashion designer Lucy Jones, actress and activist Gina Rodriguez, author Amani Al-Khatahtbeh, and Inventor and Student Keiana Cave. The Association of National Advertisers and its Alliance for Family Entertainment debuted the #SeeHer campaign to eliminate bias against women in advertising and the media by 2020, the 100th anniversary of women’s suffrage.