Dove Real Beauty Sketches

1.

Dove: Real Beauty Sketches
One of the most unusual advertising campaigns ever created — a social experiment
that became a global phenomenon. Dove, a personal care brand by Unilever, dared to
challenge the entire beauty industry by showing not products, but people.
BRAND STRATEGY
CASE STUDY 2013
CANNES GRAND PRIX WINNER

2.

The Campaign Concept
In 2013, Dove launched a social experiment disguised as a short film. Seven ordinary women were invited to meet a forensic artist named Gil Zamora —
and the results would change how millions of people saw themselves.
Step 1: Self-Description
Step 2: Stranger's Description
The Revelation
The artist drew each woman based solely on her
The same women were then drawn based on
The side-by-side comparison delivered a
own description — "my nose is too big," "my
descriptions from strangers who had just met
powerful message: women are their own worst
forehead is round." The portraits reflected
them. The results were consistently more
critics. The campaign's core message: "You are
insecurity and self-criticism.
beautiful, younger, and more alive.
more beautiful than you think."

3.

Why This Campaign Was Unusual
Most advertising sells a product. Dove's Real Beauty Sketches sold something far more powerful — a feeling. Here is what made it truly
extraordinary.