Dove is bringing women all around the world together for the first time. In the campaign, 32 real women from 15 countries are featured in photographs by the famous photographer, Mario Testino.
To celebrate the 60th anniversary, Dove commissioned the Vogue photographer to shoot the real beauties from various countries, ranging from 11 to 71 of age. Real beauty means real women in the campaign, which takes us to the ‘unretouched’ pictures of the women around the world including Brazil, India, Philippines and more.
The campaign is titled #RealBeautyPledge and consists of three vows. Featuring real women, building body confidence and self-esteem and no digital distortion in its campaigns. Dove updates its Real Beauty Pledge outlining the brand’s ideals.
According to the pledge, they always feature real women, never models and they portray women as they are in real life to help girls build body confidence and self-esteem. According to the famous photographer Testino, he believes that erasing flaws mean also erasing experience because the face is a record, therefore the campaign attracts him very much personally.
Sophie Galvani, Global Vice President at Dove, said,
Usually when we make a campaign we’re making it for one market or a certain region and this one was a truly global campaign, so we had the whole world of beauty to pick from. It was really fun to look around and find just totally diverse beauty and also get the stories of these women as well because they’ve been truly inspirational.
Dove is very much about championing all different types of beauty. We’re all about putting a picture up and saying we want to inspire you to bring out the best in you to make yourself look like the best version of yourself.
Testino’s London-based agency MARIOTESTINO+ created the global campaign and it took two weeks to photograph women from around the world.
So here’s a behind-the-scenes video and some pictures of the project:
Testino also says a couple words when defining what beauty means to him,
I think the idea of beauty in all humans is in our minds at the moment, from politics to culture to human rights. I worked closely with Dove and my team in identifying women from around the world whose stories were unique, intriguing and meant something.
Being the ambassador of natural beauty, the brand also will help educate 20 million young people on self-esteem by 2020.
Another brave and brilliant campaign from Dove, and you can find more details on Mario Testino’s detailed interview.