DOVE - Beauty Has No Labels
Dove has built its whole communication strategy under the umbrella of “Real Beauty”. All women are beautiful if only they feel beautiful!.
In the verge of the summer period most women’s fear is the moment they try their swimsuit. However when you feel beautiful you don’t have to be afraid of trying anything.
This summer campaign’s key message was «Beauty Has No Labels», that was actually based on the negative feelings labels bring to women. Dove collaborated with a popular brand Calzedonia, and abolished labels on swimwear, since the real beauty has nothing to do with them. Dove’s summer experiment was imprinted in a digital video that revealed the reactions of unsuspecting women that visited a Calzedonia store in order to buy a new swimsuit. The activation evolved in two Facebook activations and an online campaign.
The video received approximately 700.000 views in both Facebook & YouTube and more than 3.000 participations in the Facebook activations.