The cosmetics company chose a path for its advertising actions and received a very good reward for this.
In 2003, Dove released the first video in a series Clipping Path Service of pieces discussing beauty standards and stereotypes surrounding female appearance.
Ten years later, the brand launched the “ Real Beauty Sketches ” campaign on YouTube , which addressed the negative impression that women have of their physical figure.
Based on the statistic that only 4% of women consider themselves pretty, Dove put the point forward with a startling essay.
The forensic artist Gil Zamora was invited to draw the faces of some women without seeing them, separated by a blind. He would ask them what they looked like and they would reply with their own description of her.
The following drawing featured the same woman as the previous one, but from the neutral perspective of another person.
Finally, the artist called his characters and showed them the two drawings side by side, revealing that the women portrayed felt ugly and stopped valuing their own charms.