Dove: Stop the beauty test

Dove, a beauty brand, leveraged influential voices to launch #StopTheBeautyTest to be culturally more meaningful to Indian women by creating salience with real beauty, stimulate conversations and scale up the movement to make it a part of culture.

Campaign details

Brand: UnileverAgency: Mindshare IndiaRegion: APAC

Strategy

Objective

Dove as a beauty brand is recognized and loved for its efforts to 'Inspire women to feel more positive about the way they look'.

However, the Indian beauty market has seen a rise in domestic D2C personal care brands that serve the specific needs of Indian consumers. To sustain growth in such a cluttered market, it was imperative for Dove, an international leader, to enjoy differentiation and loyalty by being culturally more meaningful to Indian women.

Target Audience

India is plagued with unreal beauty expectations, from...

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