Dove’s "How a soap brand created a global self-esteem movement" integrates a rich tapestry of its Real Beauty efforts—from the groundbreaking Campaign for Real Beauty in 2004 to powerful short films like "Evolution" and "Real Beauty Sketches," the expansive Dove Self-Esteem Project, and recent initiatives tackling AI-altered beauty norms. The brand began by showcasing real women of diverse body types, ages, and ethnicities in its advertisements, challenging narrow beauty ideals and sparking a global conversation about self-image. The iconic short film “Evolution” exposed the transformation from ordinary woman to airbrushed model, highlighting the unrealistic standards perpetuated by media. Seven years later, “Real Beauty Sketches” emotionally contrasted women's self-perceptions with how others saw them, reinforcing the idea that women tend to underestimate their own beauty.

Alongside these emotionally resonant campaigns, Dove backed its creative efforts with rigorous research and activism. Its global studies revealed alarmingly low self-esteem levels among women—only 2–4% of women considered themselves beautiful—and fostered social impact through educational programs and workshops via the Dove Self-Esteem Project and the Free Being Me initiative. These programs, created in partnership with experts and institutions like Harvard, LSE, and WAGGGS, have reached tens of millions of young people worldwide, teaching media literacy and promoting confidence.

Through growing editions like the #ShowUs campaign with Getty Images, the brand further diversified representation by making over 5,000 unfiltered images of real women available to creators, and extended its purpose into confronting digital distortions like AI-enhanced filters. This consistent, multi-channel evolution not only amplified Dove's brand but also drove real business results: it doubled in size within a decade, became Unilever’s top brand, and enjoyed sustained double-digit growth. Dove’s bold storytelling, combined with social research and educational impact, elevated a simple soap brand into a global self-esteem movement that continues to shape conversations about beauty and identity.

AWARDS
Cannes Lions 2025
- Creative Strategy Grand Prix
https://www.llllitl.fr/2025/06/cannes-lions-2025-grand-prix/

CREDITS
Global Brand Leadership: Dove Global Brand Team, Unilever.
Brand Leadership: Dove Global Brand Team, Unilever.
Client Leadership: Unilever Personal Care.

Agency: Ogilvy UK, London.
Creative Directors: Jacqueline Leak, Debra Fried, John X. Carey, Tim Piper.
Directors: Yael Staav, Tim Piper, John X. Carey.
Producer Evolution & Onslaught: Brenda Surminski.
Editor/Production Studio: Reginald Pike, Worldwide Productions.
Music: The Flashbulb; Simian; Keith Kenniff.
Research Partners: Harvard’s Nancy Etcoff, LSE’s Susie Orbach, Unilever Self-Esteem Fund.
Campaign Study Authors: Dove Self-Esteem Project Team.
Social Projects: Dove Self-Esteem Project; Free Being Me (WAGGGS).
Media Planning & Buying: Edelman, Ogilvy, Mindshare and others.
PR & Outreach: Dove Communications and PR Teams.
Education & Outreach Leaders: Dove Real Beauty Initiative.