For 60 years Dove has prided itself on championing a broader, more inclusive definition of beauty. Promoting a much more diverse view than represented in today’s media, Dove aims to get women to realise that although everyone’s version of beauty is different, we must embrace and celebrate these differences.
Studies conducted by Dove Global Beauty revealed that in 2017, the pressure to conform to society’s ideals is at an all time high. As we surround ourselves with unrealistic representations and role models — from film and television to social media — it’s no wonder women, young girls in particular, are feeling this way.
In a continuation of the ‘Real Beauty’ campaign, perhaps their most iconic product, Dove’s “Simply Nourishing” body wash gets a revamp with a little help from Ogilvy. Now, for the first time ever, Dove’s bottles come in all shapes and sizes, just like the women in their ads.
The new bottles are introduced in a campaign film that asks us to celebrate the many shapes and sizes of beauty. Set to a cabaret style brass score, the short video showcases the production line of bottles in the making, with all the glitz and glamour of a vintage beauty pageant. The twist is, these anthropomorphised bottles are breaking the mold, rather than fitting into it, because when it comes to real beauty “there is no perfect shape.”
“Celebrating real beauty is at the heart of everything we do” said Sophie Galvani, Dove global brand vice president. “We wanted to take it a step further and into the products themselves, using this to express our passion for beauty diversity.”
For Andre Laurentino, Global ECD for Unilever, Ogilvy UK, “The Real Beauty Bottles is one of those rare ideas which condenses decades of a brand’s legacy in 2 seconds. It’s deceivingly simple and quite nuanced: a message about our body conveyed by Dove bottles themselves, it cares for the physical and the emotional, and it brings brand essence and product design seamlessly together.”
Work like this is a wonderful way to reiterate brand personality and voice in a creative manner. Not only is this a fun and memorable stunt, it also offers a new way to represent a much-loved, timeless product whilst effortlessly encapsulating everything that Dove stands for.
Campaign: Real Beauty Bottles