Dove: Not Just One Brand of Real Beauty

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

Campaign details

Brand: DoveBrand owner: UnileverAgency: PHD Hong KongMarket: Hong KongIndustries: Toiletries, generalMedia channels: Online video, Outdoor, out-of-home, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Unrealistic beauty standards negatively impact the women of Hong Kong – 63% are not satisfied with their physical appearance.

While Dove had been globally successful with its Real Beauty brand platform, it had fallen flat in Hong Kong where individualistic expression is at odds with its collectivist roots. Dove needed authentic local context to build preference and gain...

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