Due to the importance of this moment – the first line created specially for the skin of Brazilian women, we needed to find a relevant way to reach consumers.

So, the whole project was a tool to directly reach social influencers and the media creating conversations about the many aspects of the campaign: from products to culture.

By extending the range of the brand to this territory, we were able to connect with the public in new and unexpected ways. From subjects usual to Dove such as beauty and skincare to more deep ones, like culture, diversity and empowerment.

Decades after being in Brazilian Market as one of the main brands on beauty and skincare, Dove launched the first line of products specially created for the Brazilian women skin and her preferences.

Our challenge was, besides communicating this launch, show consumers the importance of this moment to the brand.

The objective was to generate talkability for Dove and do something to make Brazilian women feel empowered and their beauty and diversity valued.

To show how deeply Dove values Brazilian women beauty, we searched for inspiration in a place where it has been celebrated by ages: the Brazilian art.

This was the foundation for the project idea.

By looking at some of those masterpieces that portraits Brazilian beauty, we learned about the similarities between the skin and the canvas: both of them suffers with the effects of light, dust, weather and need care and moisture to keep its beauty.

So we made a partnership with one most important museums in Latin America, MASP. Together, we created a project to restore and care our masterpieces’ skin, choosing the ones which most represent the beauty and diversity of Brazilian women:

Self portrait with Orange dress, by Tarsila do Amaral

Five Girls from Guaratinguetá, by Di Cavalcanti

Flowers saleswoman, by Djanira da Motta

The new line of Dove lotions was created for all types of skin with textures and fragrances specially developed based on Brazilian women preferences.

So the launch was addressed to a general a group of consumers: women of different ages and social groups.

So, we created a strategy that approach many of these groups in different ways.

The partnership and restoration generated a film shot at MASP with many masterpieces created by Brazilian artists which represents Brazilian women. It was publicized on Social media and digital channels.

With the help of influencers of different subjects such as art, culture, beauty, makeup and women empowerment we were able to generate talkability about the project and awareness for the products benefits at the same time.

The campaign was divided into two main phases:

The teaser started with a tweet from a major influencer talking about skincare with her followers and other influencers joining the conversation.

It all seemed just a normal topic, until something unexpected happened: MASP joined the conversation, talking about the similarities between the canvas of paints and the human skin.

At this point, Dove also joined the thread offering help to take care of both.

This surprised both audiences: MASP fans, because the museum was talking about skincare. And Dove’s, because the brand was talking about art.

Launch:

In the next few days we released a video with the project and sent media kits to several influencers containing the new line of products and official reproductions of the masterpieces.

This generated a new wave of conversations and helped to spread the news about the project and the partnership between Dove and MASP.

The campaign’s objective was to generate awareness for the brand’s new line of products. The partnership with MASP was a guiding thread for advertising pieces that amplified the conversation on social networks, at the same time disclosing the new products, obtaining excellent results. Among them, the following can be highlighted:

Reach 55 MM

(7% above planed)

Views 10.2 MM

( 194% above planed)

39,48% VTR 100%

(33% above the brand’s benchmark)

96,7 viewability

(38% above the brand’s benchmark)

The campaign generated a great engagement, as well as a highly positive reception by the public, obtaining a 96% rate of positive comments on social networks.

10% of the comments made reference to subjects such as representativeness, diversity and women empowerment, positioning the brand for issues that are relevant to society and go far beyond beauty and skincare.

The project was also mentioned by TV generating 6 MM impacts