The Dove Campaign for Real Beauty, launched in 2004 by Unilever, is a worldwide marketing campaign aimed at building self-confidence in women and young children
. The campaign's main message is that women's unique differences should be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence
. Some key aspects of the campaign include:
- Real Women : The campaign features real women, never models, reflecting a broader view of beauty
- No Digital Distortion : The images used in the campaign are not digitally distorted, and the women featured are approved by the women themselves
- Body Confidence and Self-Esteem : Dove aims to help girls build body confidence and self-esteem
- Evolution Campaign : In 2004, Dove and Ogilvy organized a photography exhibit titled "Beyond Compare: Women Photographers on Real Beauty"
The Dove Campaign for Real Beauty has faced both praise and criticism. While it has been called a "game changer" and "a breath of fresh air," it has also been criticized for its mixed messages, leaving some consumers feeling ambivalent towards the Dove brand
. Despite the controversy, the campaign has been successful in raising awareness about the importance of redefining beauty and celebrating women's differences
