Ogilvy & Mather teamed up with Dove to launch the Campaign for Real Beauty in 2004, bringing to the fore the narrow definitions of female beauty. In doing so, a line of simple soaps and lotions took a risky step outside of the beauty and hygiene comfort zone.
This unexpected stance, which drew both champions and critics, ignited a global conversation. What began as a photo exhibition branched out into a few billboards … eventually growing into an entire company rebrand.
Over the years, the Dove campaign has taken many forms. From print to viral videos/stunts, each direction the company takes has the clear intention of making viewers think differently about beauty and womanhood. A pivotal moment that put Real Beauty on the map was “Evolution,” a time-lapse video that showed how makeup, styling and Photoshop were used to manipulate a woman’s features in order to meet society’s ideal and unrealistic standard of beauty.