Dove Celebrates Pledge to Use Real, Unretouched Women With Campaign by Mario Testino
Dove is keeping up with its mission to ensure every woman feels beautiful.
To celebrate its 60th anniversary, the beauty brand is pledging to use only real, unretouched women in its campaigns in order to “keep challenging the definition of beauty.” And it’s kicking things off with a #RealBeauty pledge campaign photographed by legendary photographer, Mario Testino.
The campaign features 32 women and girls, ages 11 to 71 from over 15 countries including Iran, Indonesia, Germany and Brazil. Along with being featured in their own individual portrait, the women were also given the opportunity to share their stories and explain what beauty means to them.
As for Testino, he tells WWD he believes “the idea of beauty in all humans is in our minds at the moment, from politics to culture to human rights.”
“The way Dove empowers women to celebrate their own unique beauty has long resonated with me. I have always taken the same approach with my pictures,” the photographer said in a statement. “A photographer has a choice – they can take a picture and make it about themselves by using avant-garde techniques, sometimes capturing the weakness in women, or they can choose to give their picture over to the woman in front of the lens by making her look herself and feel her most powerful.”
SO FRESH TO SEE A COMPANY LIKE @DOVE APPROACH WOMEN FROM A REAL BEAUTY POINT OF VIEW. TAN GENIAL VER A UNA COMPAÑIA COMO #DOVE ABORDAR A LAS MUJERES DESDE UN PUNTO DE VISTA DE LA VERDADERA BELLEZA. @jasminexiez, Vaishali Kastrue, Luyanda Mngadi, Natalia Dominguez, Moira Campbell, @tippiocampo, @heychookooloonks @hairbyChristiaan @theValGarland @PaulCavaco @LauraDomini2 #SarajaneHoare
The #RealBeauty Pledge is part of Dove’s Self-Esteem Project, which aims to engage and support young people aged 8 to 17 on issues related to self-esteem and body confidence.
“Dove is very much about championing all different types of beauty,” Sophie Galvani, global vice president at Dove, told WWD. “[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.”