Dove is synonymous with female empowerment and their latest campaign shot by Mario Testino is no exception. Dove is taking their next steps towards caring for women with the Dove Real Beauty Pledge, which aims to alleviate the anxiety that comes with beauty and replacing it with confidence.
The feel-good beauty brand has announced three vows it promises to uphold for women everywhere:
- Dove will feature real women, not models: Models reflect a narrow, idealistic view of beauty and doesn’t represent the majority. Dove will seek to showcase real women from all walks of life, ages, ages, hair colours and ethnicities.
- Dove will portray women as they are in real life: No airbrushing, manipulation or distortion. Images will be approved by the women they feature.
- Dove will help girls build body confidence and self-esteem:They aim to educate 20 million more young people around the world about body confidence and self-esteem by 2020.
This year, will see the launch of the Dove Self-Esteem Project in New Zealand, which will entail reaching 18,000 young individuals. In a world of stereotypes, Dove's Self Esteem Project will further promote that beauty comes in all shapes and sizes
Dove and Mario Testino
To mark the launch of the Dove Real Beauty Pledge, Dove are looking at real beauty through a new lens; that of renowned photographer and creative director Mario Testino. Famous for taking beautiful and candid shots of women and bringing out the humanity in his subjects, Mr. Testino and his London based creative agency, MARIOTESTINO+, has photographed 30 portraits showcasing the beauty of women from around the world. All the images have been inspired by, and shot, according to the Dove Real Beauty Pledge, and feature 32 real women and girls, aged 11 – 71, from over 15 countries. The portraits make up part of the Dove Real Beauty Showcase, celebrating 60 years of Dove, which will be on display in New York City and online for all to see.
