Dove: The 24-Hour Magazine of Natural Beauties

Toiletries brand Dove created a content-led approach across platforms to change the beauty narrative and create disruptive awareness of its new Nourishing Secrets line, in Vietnam.

Campaign details

Brand: DoveBrand owner: UnileverAgencies: Mindshare Vietnam, T&A OgilvyCountry: VietnamIndustries: Toiletries & cosmeticsMedia channels: Oudoor, out-of-home, Social mediaBudget: Up to 500k

Executive summary

Magazines have always been a source of beauty standards and, as women look up to those standards, they always end up looking down on their own natural beauty. Consequently, they rely on cosmetics and plastic surgery to cover up, or get rid of, the imperfections they were born with.

As a brand that commits to helping women embrace their own beauty, Dove decided...

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