Dove's Latest Film Empowers Women to Call the Shots on Beauty

Transcendent Women Don't Let Social Norms Get in the Way of Their Success

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The latest film from Dove stars a cast of powerful, transcendent women. Among them are Heather Hardy, who was once told she was too pretty to enter the boxing ring but rose the ranks to become a Golden Gloves champion, among other things. There's also Jessica Torres, a young woman who loved fashion as a little girl but was criticized for being too big to wear cool clothes. Yet she went on to start her own fashion blog Tiny Red Shoes. And there's Rain Dove, who was once ridiculed for her overly "masculine" looks, but is now one of the fashion world's hottest androgynous models.

All the stars in the film are examples of women undaunted by hurdles resulting from societal assumptions about female beauty. And, with the new campaign, Dove is hoping they will encourage others to take a stand against unwarranted notions of beauty that get in the way of women's dreams. The campaign encourages other females who have overcome their own such obstacles by sharing their stories with the campaign's hashtag "#MyBeautyMySay."

The insight that informed this film came out of Dove's recent study, "Dove: The Global Beauty Confidence Report," which found that 7 in 10 women get more compliments about their appearance versus their professional achievements, and that 8 in 10 women in the States believe that the most beautiful women are those who "make the most of what they have," not those who are born with the most.

"Somewhere along the way, it has become the norm to judge women based on their appearance," said Dove Director of Marketing Jennifer Bremner in a statement. "Dove created #MyBeautyMySay because we believe a woman's beauty should not be used to belittle her achievements -- instead, her beauty should be celebrated on her terms. We want women to challenge this behavior that has unfortunately become commonplace in our society. We are giving all women a platform to speak out and join us to change the conversation."

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About

Credits
Date
Jun 28, 2016
Client:
Dove
Category
Industry
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