According to Dove Global research, 70% of women still don't feel represented in media & advertising, that's why Dove decides to take an action to shatter beauty stereotypes through media industry.
One of the key challenges in Russian market remains that beauty perception is a very fragile and even polarizing topic. Previous brand team's experience for 15 years showed that Russian community is not ready for accepting values of individual personality philosophy, self-acceptance, and hence, beauty variety and inclusivity.
The main audience of Dove is women 20-50 years old. In this campaign, we expanded the audience to 65...