Tag: Dove

Philippines – Beauty brand Dove is advocating for body positivity among Filipina athletes in its latest International Women’s Month campaign.

Dove’s campaign spotlights ‘The Invisible Game’ of a usually underrepresented sector: women in sports. It highlights female athlete’s battles, especially their struggles with body insecurity, and empowers them to continue their sport.

The campaign video underlines these hidden battles, juxtaposing their moments of triumph and personal struggles. Featuring professional Filipina athletes Michelle Cobb, Inna Palacios, and Sofia Gonzalez, the digital video encourages its viewers to help uplift women amidst ‘The Invisible Game.’

Continuing its efforts to foster body positivity, Dove showcased over 60 Filipina athletes and their bodies that power their wins. The initiative turns their insecurities into ‘Invisible Wins,’ helping female athletes embrace their bodies.

Additionally, Dove has teamed up with Atleta Filipina, an organisation dedicated to empowering young female athletes in the Philippines. Through the partnership, Dove and Atleta Filipina hosted a ‘Spartans Boxing Club’ event on International Women’s Day, catering to young athletes.

Dove and Atleta Filipina is also set to launch the first season of a new digital interview series, celebrating Filipina athletes and their sports victories. The series, titled ‘Atleta Filipina: She Speaks,’ is bringing in guest athletes to share their battles along with their wins to inspire other athletes in their journeys.

“Dove is unwavering in its commitment to do the work in keeping every woman seen, heard, and celebrated—especially as we aim to uplift the Filipina athlete community by shedding light on an issue that has long since plagued our female athletes. Our efforts will not end in March, and we see this as just the beginning of creating a better, stronger, more visible community of Filipina athletes in the future,” Shantel Gruenberg, assistant brand manager for Dove Deos, said.

Manila, Philippines – In a bit to combat underarm shaming and promote confidence across Filipinas, Dove has launched a new campaign initiative called “Raise Your Arms”, which celebrates the courage of women who have raised their arms for change, impacting their communities and the broader society.

The initiative, conceptualised alongside Ogilvy Singapore, stems from the recognition of underarm shaming as a persistent issue that diminishes women’s self-esteem and confidence. 8 in 10 Filipino women won’t raise their arms because of underarm insecurity. 

To empower them and help them feel better about their underarms, Dove, a longstanding advocate for real beauty and body positivity, wants to remind them of a simple yet powerful truth: Every time women raise their arms, positive change happens.

The campaign is executed across multiple channels including visually striking outdoor posters and a strong digital presence on social media platforms. Using the hashtag #freethepits, Dove encourages women of all ages in the Philippines to join the movement and share their own moments of bravery and confidence. The campaign also invites women to be ‘kili-kili proud,’ celebrating their underarms as a symbol of their strength and resilience.

Moreover, “Raise Your Arms” differentiates itself by directly addressing a specific and longstanding cultural stigma, offering a platform for empowerment and change. By focusing on such a unique aspect of body positivity, Dove is fostering a more inclusive environment where women can feel proud of every part of themselves. 

Bianca Cancellara, global vice president for Dove Deodorant, said, “We firmly believe that every woman deserves to exude confidence and empowerment in her own skin. Our campaign transcends societal norms, empowering women to #FreeThePits and refuse to let underarm anxiety hinder their potential.”

Meanwhile, Ria Ocampo, associate creative director at Ogilvy, commented, “In the Philippines, there’s an intense pressure to have perfect underarms. People might even be ridiculed for not conforming to this unrealistic beauty standard. This was shocking to me when I explained it to people from other countries – it shows how deeply ingrained this toxic norm is in our culture. This campaign is a call to action for Filipinas! Let’s raise our arms high and reject the cultural stigma.” 

London, United Kingdom – Dove, the personal care brand under Unilever, has announced a commitment to never use AI-generated images to portray distorted perceptions of women’s beauty, and instead putting focus on real women portrayals in its ads as part of the brand’s commitment to portray authenticity–and with the brand recently celebrating its 20th year anniversary.

Dove notes that one of the biggest threats to the representation of real beauty is Artificial Intelligence. Today, almost 9 in 10 women and girls say they have been exposed to harmful beauty content online.

In addition, With 90% of the content online predicted to be AI-generated by 2025, the rise of AI is a threat to women’s wellbeing: nearly half feel pressure to alter their appearance because of what they see online, even when they know it’s fake or AI-generated.

With this in mind, Dove will accelerate its efforts to champion transparency and diversity and take action to shatter beauty stereotypes in new and emerging media. Dove is renewing its vows to protect real beauty – committing to never using AI to represent real women in its ads. 

Moreover, to help set new digital standards of representation, Dove will create the Real Beauty Prompt Guidelines, easy to use guidance for everyone on how to create images that are representative of Real Beauty on the most popular generative AI programs.

Alessandro Manfredi, chief marketing officer at Dove, said, “At Dove, we seek a future in which women get to decide and declare what real beauty looks like – not algorithms. As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate, and champion Real Beauty. Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl.”

Dove’s new campaign, the Code, reflects the impact of AI on beauty and demonstrates the impact real beauty has made to change beauty for the better, 20 years and counting. It also stems from its initial research in 2004, where they found that 2% of women considered themselves beautiful. 

Since then, the ‘Campaign for Real Beauty’ has challenged society, media and the beauty industry itself to change its representation of women, be transparent about digital distortion and face-up to the harmful impact unrealistic beauty standards have on women and girls.

Moreover, in its ‘2024 The Real State of Beauty: a global report,’ Dove finds 2-in-5 would give up a year of their life to achieve an ideal look or body. The study shows that while beauty ideals have diversified over the years, the checklist is growing and impossible to meet – from looking healthy (79%) to also being slim (71%), having a small waist (66%) while also being curvy (55%). 2 in 3 women believe that women today are expected to be more physically attractive than their mother’s generation was.

Nepal – Global beauty and personal care brand Dove has launched its famous campaign in Nepal, aimed at driving the mission to make Nepali women feel beautiful every day.

The campaign, which was conceptualized and produced by advertising agency Outreach Nepal, seeks to broaden the narrow definition of ‘beauty’ prevalent and inspire women to take great care of themselves. 

Titled ‘You are more beautiful than you think’, the film asks multiple women what do they like about themselves, of which no one answered. Then when asked how they feel about their own beauty, there had been a clear depiction of insecurities reflected by them on their personal appearances. 

The same question is then diverted to a loved one of the same women, where appreciation stemmed not only from physical attributes but also towards the close contribution the women have in their life.

“Dove with this campaign clearly displays that all women are beautiful in their own ways and urges all Nepalese women to see the beauty within themselves because #YouAreMoreBeautifulThanYouThink,” said the brand.

Shanghai, China – Chocolate brand Dove in China has launched a new campaign aimed at driving top-of-mind awareness and a new consumption occasion by targeting an area where pleasure is too often forgotten – in the workplace.

Led by advertising agency BBDO Shanghai, the campaign was produced with neuroscientist, Paul Zak, a professor at Claremont Graduate University, in order to incorporate expert consultation at the storyboard and planning stage, specifically the use of immersion neurological response testing to make iterative choices for the final two films.

Titled ‘Put Pleasure First’, the campaign is composed of two stories that were set against two low emotions– ‘disappointment’ and ‘stress’ in the workplace. It features Dove’s brand ambassador, Zhou Dongyu, who finds herself on these occasions, but rather than being let down, playfully decides to create an ‘oddly pleasurable’ video out of the things that made her disappointed or stressed.

The brand experience is completed by a series of special packs, featuring five different taglines that express pleasure attitudes towards low emotions at work, giving shoppers instant encouraging messages to have a piece of Dove and put their ‘pleasure’ first. 

Harry Chen, BBDO Shanghai’s group planning director, shared that workplace low emotions are becoming such a ubiquitous phenomenon in China as the competition and pressure have intensified in recent years.

“Dove has always been a brand that stands for pleasure, so we felt we had the opportunity and responsibility to help Chinese people cope with these low emotions a little bit better and experience more pleasure,” said Chen. 

Meanwhile, Arthur Tsang, the chief creative officer at BBDO Shanghai and the global creative lead at Mars, noted about the campaign’s strategy of banking on videos for the campaign, that while Chinese office workers don’t look to chocolate as a stress-reliever, they do on videos.

“We asked ourselves, can we interrupt their break sessions with videos that can make them feel the pleasure of chocolate directly? That’s what we call ‘Oddly Pleasurable’ videos, short audio-visual experiences that can scientifically bring a pleasurable feeling of satisfaction and relaxation, much like the sensation of eating Dove chocolate,” said Tsang. 

On social media, Dove has also released a behind-the-scenes documentary, chronicling the making of the whole ideation, production, and neuro testing process, while on Douyin, a re-edited Zhou Dongyu film was released to encourage consumers to experience the content. 

Moreover, Dove has launched more videos that leverage the actual chocolate product with influencers on Weibo and Douyin, which also encouraged consumers to create their own oddly pleasurable videos.

Manila, Philippines – The Dove brand in the Philippines, together with the Filipino arm of global creative agency Ogilvy, didn’t pass up on the world’s celebration of mental health in October, leveraging its brand on women empowerment to cook up an inspirational ad on Instagram stories.

The Instagram story mimics peoples’ usual scrolling on a Facebook feed showing posts from different women. The ad pauses mid-story to simply show a black screen, allowing for the viewer’s face to reflect on her phone.

An encouraging voice in the background says, “Take this time to take a look at yourself.”

“To appreciate your eyes, your nose, and lips; every detail you may have overlooked,” it would continue.

Ogilvy said over three million came across the story. Marketing Director for Dove Ann Esteves also shared that the Blackout Mirror initiative registered an ad recall lift of 6.59%, exceeding benchmarks of both manufacturer Unilever Philippines and the local industry.

“It served as a powerful reminder to look at yourself with care. The people behind the brand is determined to continue its efforts to help address self-esteem issues with education and tools for parents, mentors, and youth leaders,” said Esteves.