Campaigning for real beauty

Sifting through the most discouraging and depressing data ever, we concluded that only 2% of women worldwide thought they were beautiful.

This statistic gave birth to one of the most celebrated examples of brand purpose. We challenged the world of beauty advertising and its portrayal of women. This to the creation of a campaign that aimed to make women feel beautiful by broadening the definition of beauty.

The "Campaign for real beauty" has successfully transitioned Dove from a maker of creamy soap to a stalwart of the beauty category. It was rewarded with 700% uplift in sales and, perhaps more importantly, a huge brand platform that has yielded fantastic creative work and a very clear place in consumers’ hearts.