At a glance

Dove, the beauty brand owned by Unilever, aimed to upend beauty stereotypes in advertising and media through developing a more inclusive library of stock images in partnership with Getty Images.

Why it matters

Traditional beauty stereotypes are both unpopular and unrepresentative of the audiences that brands are seeking to reach. Research among female consumers has also demonstrated that unrealistic norms in this area have a range of pernicious impacts.


  • Stock images play a central role in many advertising campaigns and in media content, but frequently reflect outmoded norms.
  • Working in partnerships with Getty Images and Girlgaze, a female-focused creative community, enabled the brand to generate thousands of photographs that embraced all modes of beauty.
  • A long-term commitment to challenging prior notions of beauty has built credibility for Dove in this space and helped build its brand.