How Dove changed the rules of the beauty game

Tells the story of the development of the recent Dove campaign, changing it from a toiletry to a beauty product and presenting `beauty' in a new way, which would make women feel good about how they actually look rather than feeling bad because of failure to attain an impossible ideal (as so often portrayed by the fashion industry in the media).

How Dove Changed the Rules of the Beauty Game

Olivia Johnson

Whenever we explained Dove's new brand positioning to anyone, they always said, 'Oh what a great idea.' However, we couldn't seem to develop any creative work that did the new positioning justice....