Dove's Newest Ad Promotes Self-Esteem Boosting for Girls

By: Christopher Magsambol - Sep 29, 2015
References: & adage
Dove's newest ad continues its long-running 'Campaign for Real Beauty,' and this time around, it targets young girls. The commercial asks young girls what they would change about themselves, many of whom answer by wishing they were taller, skinnier or lighter-skinned. Dove's newest ad acknowledges that many young girls have the same insecurities and body issues that older women face. The cosmetic brand however is attempting to promote messages of acceptance and body positivity early on.

Another difference with this newest campaign is a social media connection to Pinterest. The video is linked to 80 'shareable resources' that help address girls' barriers to self-esteem. The idea for the video sprang up after Dove discovered that 90% of girls would change something about their body. The ad hopes to promote a more positive perception of all girls' individual beauty.