Dove's campaign for real beauty returns after two-year gap

Dove: campaign for real beauty returns to TV screens
Dove: campaign for real beauty returns to TV screens

Unilever is returning its high-profile 'Real Beauty' campaign to TV screens for the first time in two years, with an ad recognising and celebrating women's "beauty spots".

The brand's new "beauty spot" ad focuses on the one "spot" on a woman's body that she likes the most, such as her eyes, hair or legs.

The TV ad shows five pairs of women being asked what they love about their body and reveals their inability to answer the question.

But the women are then asked what they love about their friend's body and they then answer immediately.

A voiceover says: "If we can see the beauty in others, why can't we see it in ourselves?" The ad the ends with the tagline, "Together we can change how women see beauty."

Dove launched its global "Campaign for real beauty" campaign in 2004 with the aim of highlighting body image issues.

The new campaign kicks off on April 22 and is running across TV, along with in-store promotions.

Nick Wilcher, marketing manager for skin cleansing and Dove masterbrand at Unilever, said: "At Dove, we understand that unlocking real beauty gives women the confidence they need in day-to-day life.

"Internal research has revealed that only 1% of UK women would describe themselves as beautiful. The 'Dove Beauty Spot' campaign aims to increase this number and encourage women to recognise and celebrate their beauty spots."


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