Beauty comes in all shapes and sizes. It’s subjective and ideally, there should be no paradigm for beauty that confines people into a rigid structure of what beauty is supposed to be. Yet, this is our reality. Over 70% of women don’t feel represented by media and advertising and in turn, are deeply impacted by the shallow expectations of beauty and lack of inclusivity of beauty of all kinds.

To combat the expectations and prejudices so often shown by media and advertising, Dove is asking brands to join them in creating a more inclusive representation of beauty- to boost women’s self-esteem, confidence, and empowering them to be the best version of themselves. Dove believes that a collaborative effect amongst all brands will help increase the presence of real beauty in advertising.

Commenting on the campaign, Sophie van Ettinger, Global Vice President stated, “For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential.
The effects are vast, negatively impacting health, career, and relationships. As an actionist brand that continuously challenges narrow beauty ideals, it is our duty to help others to represent all beauty in their advertising.”
“By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance.”

Dove partnered with several agencies in South Africa to infiltrate international casting calls with real beauty models from the Project #ShowUs. Each of the models had a simple message for the casting directors to encourage inclusion, “If you choose me, and show me as I really am, Dove will cover the cost of my appearance fee.”

Magnum, Krispy Kreme, Cif, and Nedbank have joined Dove to cast ‘real beauty’ models to show the world a more inclusive and diverse vision of beauty.