Dove launches Real Beauty Productions to tell stories of real women
by The One Centre
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21
June, 2017
21st June 2017
Dove has launched Real Beauty Productions, a platform which aims to tell real stories about beauty in a series of films.
The new platform aims to “expand the definition of beauty by putting the power of storytelling into real women’s hands”.
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Dove has partnered with writer/producer Shonda Rhimes, best known for her popular TV shows Grey’s Anatomy and Scandal, to create the series.
The move is a response to research by Dove which found that 69% of women don’t see themselves reflected in advertising, television or movies.
Nick Soukas, VP of Dove, told AdWeek “Dove is on a mission to change that with Real Beauty Productions. We wanted to reach people with the first film from Dove, in collaboration with Shonda Rhimes, in a powerful environment for women and television.
The series launches with “Meet Cathleen”, a film which tells the story of Cathleen Meredith, the creator of Fat Girls Dance movement. The film shares Cathleen’s journey about how she founded her dance movement and how she realised her beauty through dance.
The series launches with “Meet Cathleen”, a film which tells the story of Cathleen Meredith, the creator of Fat Girls Dance movement.
Dove has made a public call for people to share their stories of beauty which will potentially be made into more films. The project aims to explore how women define their own beauty in a bid to challenge and expand the broader perceptions that society.
The Real Beauty Productions is an all-female affair, with the films created by all women teams led by creative director Shonda Rhimes and director Liz Garbus. The films will be cut down to create advertising.
![](https://theonecentre.com/wp-content/uploads/2017/07/CathleenDoveFGD.jpg)
Real Beauty Productions is the latest stage of the brand’s more than 10 year campaign for Real Beauty, which aims to empower and embrace real women. It builds on a legacy of projects that have helped to spark a conversation about authenticity in the ways that women’s beauty is portrayed.
Real Beauty Productions is the latest stage of the brand’s more than 10 year campaign for Real Beauty, which aims to empower and embrace real women.
Dove’s campaign kicked off in 2006 with the Evolution video, which became the first major video to go viral. The film, which illustrated the extent to which beauty was manipulated by advertising and media, was a watershed moment that significantly changed the way brands marketed their brands to consumers. It also provided Dove which a major platform which the brand has owned ever since.
In the years since, Dove’s advertising has remained focused around the idea that beauty does not come from products but from within the individual. Dove’s strategy has been to reinforce and empower women to believe in their own beauty and power through campaigns such as Real Beauty Sketches.
This latest project, follows recent moves by Dove to feature “real women” in its advertising who will not be digitally retouched and will have review rights of all images before they are distributed.
This latest project, follows recent moves by Dove to feature “real women” in its advertising who will not be digitally retouched
It also represents the brand’s boldest move by providing a voice and a platform for real women to share their ideas about beauty and tell their experiences and stories in their own words. Unlike previous campaigns, which have been highly orchestrated and controlled by the brand, this project appears to have more authenticity.
By inviting in creative storytellers and enabling them to do what they do best, Dove is relinquishing control and ensuring more authenticity and “realness” to this campaign.
As Cathleen says in her film “I think the entire model of what beauty is needs to be thrown completely out and we need to start defining what beauty is for ourselves. And I think the definition of that beauty is you.” Dove could not have scripted it better.
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Why It Matters
- Amidst a recent onslaught in diversity and equality messages, Dove’s Real Beauty platform is no longer as distinctive or disruptive as it once was.
- However, the brand has maintained its course with its challenge to the beauty industry and consumers to appreciate and celebrate women in their natural state, this next chapter using personal storytelling to create fresh impact.
- By leading with a film exploring body size and the ideas and limitations society attributes to size, Dove has artfully reinjected the confronting elements of its early work.
- Through the craft of writer/producer Shonda Rhimes, both existing and new audiences will have their ideas about weight challenged, only to then be inspired by Cathleen Meredith and the Fat Girls Dance movement.
- Real Beauty Productions offers the brand fresh impact, deeper engagement and more powerful commentary, by shifting the voice and tone of its cause from the brand to its real people
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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