Dove US wants women to define beauty for themselves in a new campaign.
In its new #MyBeautyMySay spot, the Unilever brand tells women to define their own standards of beauty.
The spot, by Edelman, Havas, Ogilvy and PHD, features nine real women including a burlesque dancer, a boxer and a beauty blogger, to show that any woman can feel pressure to look a certain way.
The boxer says: “My face has nothing to do with my boxing.”
Another women says: “I don’t dress my age, I dress myself the way I am.”
The campaign is based on new research from Dove's largest global study, The Dove Global Beauty and Confidence Report, which found that seven in 10 women believe they get more compliments about how they look than on their professional achievements.
The ad aligns with Unilever’s #UnStereotype initiative, announced at Cannes, which is a company-wide movement to actively move away from using stereotype gender images in brand marketing.