afaqs!

Dove shatters all unrealistic beauty standards yet again through its #ShowUs campaign

By Deepashree Banerjee , afaqs!, New Delhi | In Digital
Published : May 07, 2019 03:49 AM
We recently spotted this as a YouTube pre-roll.

Dove has rolled out its new global ad campaign - #ShowUs - in collaboration with online marketplace Getty Images and all-female creative agency Girlgaze. This is a move to encourage diversity and authenticity in media representation. The Unilever-owned personal care brand has built a one-of-a-kind inclusive photo library powered by women to shatter beauty stereotypes around the world.

The core theme of the initiative (staying true to Dove's legacy of upholding "real beauty", evident through previous marketing endeavours) is building a photo collection of more than 5,000 images featuring 179 women from 39 countries, shot by women and non-binary individuals, capturing women at their unfiltered best. Interestingly, all 179 women photographed in the collection, so far, created their own search descriptions and tags, a task usually done by the photographer.


The brand claims that the project stems from the insight that 70 per cent of women, globally, do not feel represented by everyday images. The campaign thus aims to shatter beauty stereotypes by showing women as they are rather than what others believe they should be.

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"It's empowering to see real people in the media, so we can feel like we can achieve anything we want". Smashing the beauty standard of 'perfect skin', psychology student and proud feminist, Beatriz, shows us that all skin is beautiful. She has vitiligo and wants the world to see there's beauty in what makes us unique 💖 Beatriz wants to see more women with skin conditions represented in the media. Swipe left to see Beatriz's story and comment below with #ShowUs to tell us who you want to see. @girlgaze 📸: @isabelladiasx 🇧🇷 💻: @gettyimages #Dove #ShowUs #RealBeauty #Vitiligo #girlgaze #SkinConditions #BeautyStandards #Beautiful #Representation #Unique #Brazil #GettyImages

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A look at the Dove ads (both national and global) which made it to the afaqs! List:-

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