Dove: Stop the Beauty Test

Health and beauty brand Dove ran #StopTheBeautyTest, a campaign to improve brand perceptions and affinity, and affirm its point of view on 'Real Beauty' in India.

Campaign details

Brand: DoveBrand owner: UnileverEntrant company: Ogilvy & Mather Pvt Ltd - IndiaIdea creation: Mindshare MumbaiMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Online video, Word of mouth, Influencers, KOLs, Magazines - consumer, Websites & microsites, Social media, NewspapersBudget: 500k - 1 million

Executive summary

Getting India to say 'I do not' to the beauty test in arranged marriages.

Some 90% of Indian women have arranged marriages. In the matchmaking process, they are treated as commodities, facing judgment and rejection based on their looks. Their self-esteem...

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