DOVE
Challenge:
Create a new chapter for Dove's "Real beauty” campaign.
Many people, especially women, are taught to save the good things for later. We save the nice clothes for special occasions. Keep the “good” lotion, perfume, or makeup untouched. Wait to love our body until we lose weight or meet a standard.
61% of women say they have clothing, makeup, or beauty products they’ve never used because they’re “saving them for a special occasion.”
Source: Psychology Today / Glamour Survey, 2021
This isn’t just about products – it’s about the feeling of having to deserve self-worth. Dove is here to change that.
You don’t need to wait to feel beautiful, worthy, or cared for. Because real beauty is not a reward – it’s your right, right now.
Don’t save the good for later.
Real beauty can't wait.
EXECUTION
Dove teams up with e-commerce websites to track users’ long-saved wishlists for beauty products, and surprises selected customers by sending those items directly to their door.
Because real beauty shouldn’t wait – and neither should you.
