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Yeah, the campaign for real beauty was really breakthrough. It started in 2004 and I think
the reason why it was so innovative was it’s actually built on three pillars. We spend
an exorbitant amount of time speaking to women and understanding what they're looking for.
Two, we challenge beauty stereotypes. So, we helped women understand or encouraged them
to believe that that beauty is more than just being young, skinny, and blonde. That everybody
can be beautiful. And then is we really walk the talk. We invested in young girls and partnered
with the Girl Scouts of the USA to develop self-esteem programming for young girls. That
really influenced not only the girls, but the Moms who realized that Dove was helping
the next generation be freed of beauty stereotypes.
Also, transformational advertising always starts with the consumer. We understood what
the consumer needed and we developed an insight that worked really across the globe beautifully.
So, it was a really fun campaign on which to work and continues to be extremely successful.