During the campaign Dove dominated 82% of the beauty conversation in social, with 80% positive sentiment. And the majority of the conversation was around Dove's key brand message of self-esteem.

We created an incredible visual trick that made women stop and think about retouching. We took portraits of 4 ordinary women and retouched their eyes and mouth to be the wrong way around. When the portrait is viewed upside down it appears normal, but when the face is turned right side up the trick is revealed. 4 print ads appeared in a single issue of a national newspaper. These lead via Dove’s website to a conversation on Facebook where women could express their feelings about retouching, self-esteem and real beauty.

The objective of the campaign was to reinforce Dove’s position as the brand of real, honest beauty. This principled stand appeals to women of all ages and translates to belief in the products. Our unique insight was that women are bombarded with subtly retouched images that create a distorted, unrealistic ideal of beauty, and this can be damaging for their self-esteem. Since Dove believes that real beauty means looking and feeling your best it makes sense for the brand to take a stand against excessive retouching and help women be on their guard against fakery.