The concept of beauty has been evolving. And Dove is one of the leading brands throughout this process, empowering women to embrace the beauty of their diversity and identity.

In a country like Brazil, with a huge diversity of skins and patterns, this has become a very important issue when it comes to a beauty brand.

Because of this, after decades after being in the Brazilian Market as one of the main brands in beauty and skincare, Dove launched the first line of products specially created for the skin of Brazilian women and their preferences.

And for the launch of a line of products created especially for Brazilian women, Dove needed to do something really relevant in this matter.

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

With this in mind, we searched for inspiration in a place where it has been celebrated for ages: Brazilian art.

This was the foundation for the project idea.

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

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

Self portrait with Orange dress, by Tarsila do Amaral

Five Girls from Guaratinguetá, by Di Cavalcanti

Flower saleswoman, by Djanira da Motta

Execution:

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: the 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.

In the next few days we released a video shot at the MASP 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.