Courage is beautiful

Over the past 15 years, Dove has established itself as one of the world’s most iconic and purpose-led brands. The Real Beauty campaign redefined beauty to be more inclusive and less rooted in conventional aesthetics. But over the past decade, many other beauty brands have adopted similar, purpose-led marketing. As a result, the Dove brand platform became less differentiated and culturally resonant. During the COVID-19 pandemic, Dove saw an opportunity to redefine beauty once again. As one of the world’s biggest soap brands, Dove wanted to announce a $5 million global commitment to support frontline workers risking their lives. Inspired by Dove’s brand purpose, we launched our Print & OOH campaign featuring striking portraits of real healthcare workers. No matter the exhaustion or marks on their faces from masks, their selflessness was truly beautiful and worth honouring. It deeply resonated with the healthcare community, reassuring them that they’re not alone.