Unilever: Thumbstopping Beauty Biases

Dove, a beauty brand, applied the power of AI in smartphone keyboards to enable a choice for bodyshamers to stop the beauty tests, encouraging them to teach young girls in India to build beauty confidence, while increasing brand recall and saliency.

Campaign details

Brand: UnileverAgency: Mindshare IndiaRegion: APAC

Strategy

Objective

Dove as a beauty brand is recognised 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 achieve differentiation and loyalty by being culturally more meaningful to Indian women.

Our key objective was to increase brand recall and saliency,...

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