What Is Real Beauty

The objective is to address the growing influence of social networks and the beauty standards they impose on girls. Despite the prevalence of beauty masks and filters, Dove aims to introduce its “real beauty” philosophy to a market where the acceptance of “fake beauty” prevails.

To achieve this, we devised a strategy centered around accurately explaining the concept of “real beauty” to the new market. Influencers were engaged to complement each other’s natural appearance on their Instagram accounts, promoting positivity and support among women. The brand’s main message was cleverly hidden at the bottom of a gift box, encouraging influencers to “pull the ribbon” to reveal the message and see themselves in the mirror.