Through the Dove Self Esteem Project, Dove’s goal is to tackle harmful beauty ideals and positively impact 250 million young people by 2030. The goal of Dove’s campaigns is to make beauty accessible for everyone. The main objective of Dove’s Super Bowl campaign was to drive mass awareness for the campaign and our Body Confident Sport program. The Body Confident Sport program expanded our message of real beauty to sports, with the goal of promoting body confidence in girls to keep them playing the sports they love.
Dove celebrated 20 years of Real Beauty by launching our 'state of beauty' findings and once again, changing the conversation through our evolved POV of autonomous beauty. By activating in the US and London to launch this stance, along with following up with media outreach and celebrity partnerships, Dove successfully strategized its key anniversary moment to help set new digital standards of representation.
Dove’s goal is to make a deep impact with women and girls and make beauty accessible for everyone. Two of our purpose initiatives that we are particularly proud of are our Body Confident Sport program and our 20th anniversary campaign. Dove’s Body Confident Sport program was amplified through Dove’s Super Bowl campaign. The high impact campaign, which included unmissable partnership moments, engaging in person activations and a team of voices that helped break Dove into sports culture and beyond, drove mass awareness of the program. The objective of the program is to keep girls in sports, after finding out through Dove commissioned research that 45% of teenage girls globally drop out of sports each year with body confidence being the #1 reason.
To mark 20 years of championing real beauty, Dove conducted a new sweeping study to understand the state of beauty around the world today. While there has been some positive change, two decades later, the state of beauty in 2024 wasn't pretty. Dove stood for “real” by becoming the first beauty brand to commit to never using AI in place of real people in its advertising. Along with celebrating the 20th anniversary of real beauty and reaffirming our commitment to real beauty, we also celebrated five years since the CROWN Act was passed in the first state ever, California. As an inaugural member of the CROWN Coalition, Dove has continued to advocate for natural hair freedom.
Over the last two decades, Dove has reached more than 114 million young people with evidence-based no-cost resources proven to increase body confidence for parents, educators, carers and youth through the Dove Self-Esteem Project.
Dove’s 20th anniversary campaign, the Code, resulted in 490+ pieces of coverage and 3B+ media impressions across broadcast, online, and print. The exclusive campaign debuted on the TODAY Show and was featured on Access Hollywood. Dove collaborated with celebrity talent Reba McEntire, Drew Barrymore, Beanie Feldstein, and Marsai Martin for a social first #KeepBeautyReal campaign & top tier press opportunities with outlets such as E! Online and People. To launch the campaign, Dove hosted a star-studded event in NYC for 160+ media and influencers with special celebrity guest hosts, Drew Barrymore, Beanie Feldstein, and Marsai Martin to commemorate two decades of real beauty.