DOVE
FOUR GENERATIONS OF WOMEN
Dove wanted to celebrate the real women who shape our relationship with beauty. We started with the insight that beauty is something passed between generations: the routines we learn, the advice we trust and the little rituals we inherit from our mothers, grandmothers, sisters and daughters.
Dove’s research found women were three times more likely to say their mother influenced their beauty routine than a celebrity, while 84% trusted the women in their lives over celebrities for beauty advice.
We brought that insight to life through the true story of one family and four generations of women who shared the same beauty secret: the Dove Beauty Bar. What started with a letter sent to Dove became a film about much more than a product, exploring the beauty lessons, confidence and traditions passed from one generation to the next. The campaign extended through #BeautyStory, inviting women everywhere to celebrate the women who had shaped their own relationship with beauty.
The insight resonated far beyond one family: nearly three quarters of women said the women in their lives had positively influenced how they saw their own beauty. For Dove, the campaign reinforced the brand’s role in celebrating real beauty by putting the women who actually shape it centre stage.