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Empowering Girl Campaigns

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

— September 29, 2015 — Marketing
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.
Trend Themes
1. Body Positivity for Girls - Brands can focus on promoting body positivity messages to young girls through advertising campaigns and social media initiatives.
2. Targeting Younger Audiences - Brands can create campaigns and products targeted towards a younger audience to address body insecurity and other issues.
3. Social Media Connections - Brands can connect with consumers through social media platforms to provide shareable resources and promote acceptance and self-esteem positivity.
Industry Implications
1. Cosmetics - Cosmetic brands can create advertising campaigns targeted towards younger audiences to promote body positivity products.
2. Media & Advertising - Media and advertising companies can develop campaigns that focus on promoting positive self-image and body positivity to young girls.
3. Social Media - Social media platforms can provide resources and communities for young girls to promote positive self-image and build self-esteem.
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