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From Saying to Doing Dove
Since 2003, Dove has taken a
stand in the beauty industry
Among competitors who were consistently portraying an unattainable image to consumers, Dove defied the category norms and established a big ideal: ‘Dove believes that the world would be a better place if we could make more women feel more beautiful everyday.‘ From this, the award-winning Campaign for Real Beauty was devised, positioning Dove as the champion of a wider definition of beauty, defying society’s stereotypical images and celebrating beauty in all shapes, sizes, colors and ages.
Dove has actively taken this purpose
off the page and into action
Their famous viral films transformed the media and social discourse around beauty. The Dove Self-Esteem Fund was established to educate and inspire young people on a wider definition of beauty and inspire a greater sense of
self-worth.
The fund works in several markets around the world, helping drive the implementation of BodyThink, a tool for teachers and youth workers to help young people put the modern beauty world into perspective, be more media-literate and learn how to foster a healthy sense of self-esteem.
Dove lives out its purpose throughout its wide range of products and activities, and it
goes beyond mere preaching –
in acting on its distinctive point
of view, Dove has carved out a defining and value-generating presence in a highly competitive market.
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