2011 Platinum PR Awards – Hall of Fame: Edelman/Unilever & Dove

Dove Campaign for Real Beauty

From its launch in 2004, the Dove Campaign for Real Beauty was a newsmaker—and a divisive one at that. Edelman and Unilever sought to create a high profile for the Dove brand by sending a message that beauty is not synonymous with youth and skinniness. In the U.S., Unilever and Edelman put “real” women of different sizes and shapes at the center of the messaging to expand the definition of beauty, inspiring women to discover and enjoy their beauty and instilling the Dove brand with a revolutionary, label-debunking beauty philosophy. The campaign brought women’s self-esteem issues front and center—a by-product of which was a harsh light cast on more traditional beauty product messaging. The Dove Campaign for Real Beauty dared to probe the meaning of beauty and question the veracity of consumer messaging itself. —SG

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