Written by Thilde Vesterby
Do you remember that brilliant advert for the beauty brand Dove? The video featuring a very normal looking woman being made up and Photoshoped into a billboard model with the words: No wonder our perception of beauty is distorted?
Well, Dove has taken their identity as a brand for real women focusing on inner beauty a step further. With their Self Esteem Fund Dove reaches 3,5 million girls with donations from every purchase their costumers make. The customer can decide if the 1$ donation should go to Girl Scouts, Boys and Girls Clubs of America or Girls Inc.
On the campaign’s Facebook page Dove encourages mothers to ask their daughter what she thinks makes her beautiful and upload a video of her answer to Dove.com where it might be featured as inspiration to other girls. The page also offers links to a discussion board where girls can discuss beauty, a page where girls can find local organisations that work with girls to build self-esteem, but the most unique part of the campaign is, in my opinion, the Guide for Mothers and Daughters where you will find the video Fabricated Beauty – On Unrealistic Standards, which offers a look behind the scenes on how media images are made, so pre-teens and teens can realise that our perception of beauty really is distorted.
Dove’s campaign is a perfect example on how brands can use social media platforms to create relevant forums, build a devoted tribe around them and do something good in the world at the same time. The Self Esteem campaign conveys the message that although the brand produces beauty products and is a part of the beauty industry (which they freely admit), they distinguish themselves from others by being a company that truly believes that beauty comes from within. The campaign shows girls and women as beautiful – not matter what their shape or size. The campaign is in perfect alignment with the brand and gives Dove a caring, honest identity.
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