Dove works in collaboration with marketing label Edelman and media agency Mindshare to create a special virtual reality magazine cover with Entertainment Weekly. The project is meant to promote Dove's ''An Hour With Her' film release that highlights anti-bullying issues. It functions using a scannable and peelable cover, showcasing the Debbie Allen-directed film. It stars two women who express their self-esteem experiences after facing their bullies -- Chelsea found comfort in the beauty label's Self-Esteem project and she speaks to a young high-schooler, Caralyn on dealing with cyberbullying matters.
Dove's Marketing Director, Amy Stepanian states that the brand is "telling the story of the power of mentorship and paying it forward to the next generation. It’s still very much about the empowerment of young women.” This film is technologically integrated with the online 'Life VR' app that enables readers to scan the magazine cover to view the heartfelt film.