Dove: Not Just One Brand of Real Beauty

Imogen Bourke

Dove, the beauty brand, appealed to women of Hong Kong by using authentic local context in its Not Just One Brand of Real Beauty campaign.

Campaign details

Brand: DoveBrand owner: UnileverAgencies: PHD Hong Kong, Secret Tour Hong KongMarket: Hong KongIndustries: Skin care, sun protectionMedia channels: Online video, Outdoor, out-of-home, Social mediaBudget: Up to 500k

Executive summary

Unrealistic beauty standards were negatively impacting the women of Hong Kong – 63% were 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 was at odds with its collectivist roots. Dove needed authentic local context to build...

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