Dove: Thumbstopping beauty biases

Dove, a personal care brand, launched #StopTheBeautyTest in India to help prevent body shaming among young girls by challenging stereotypes through TV, social media and influencers.

Campaign details

Brand: DoveAgency: Mindshare IndiaRegion: APAC

Strategy

Objective:

The Indian beauty market has seen a steep rise in domestic D2C personal care brands that serve the needs specific to the Indian audience. To sustain growth in a cluttered and price-sensitive market, it was imperative for Dove, a leading international beauty brand to establish differentiation and loyalty by being more culturally meaningful to Indian women.

Driven by its global purpose of challenging beauty stereotypes and finding a local connection that resonates, Dove conducted a study that discovered, 80% of school girls in India face a...

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