Monday, May 29, 2023

Dove’s “Real Women” Campaign Turns 10

Remember Dove moisturising soap? Well, if you don’t, we at SPICE do – as well as the brand’s “Real Women” campaign, which turns 10 years old this year.

Focussing on the perception of beauty and highlighting the fact that only 2 percent of women think of themselves as beautiful, Dove’s daring campaign saw ‘real’ women – women of different races, ages, shapes and sizes – on giant billboards all over the world, wearing nothing more than their underwear.


What started as a desire to revive this much-loved but over-shadowed brand, turned out to be revolutionary after it tugged at the heart-strings of women around the globe, leading to an initial response of 1.5 million visitors to the Dove website after the launch of the first set of billboards.

The highly effective campaign is still celebrated worldwide and we at SPICE wish it a very happy 10 year anniversary.

You can read more about Dove and the “Real Women” campaign, here or refresh your memory with Dove’s accompanying Evolution video (showing  the photoshop transition from real model to billboard ready image) that went viral in 2006, below;

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