In Real Life
A lot has changed since 2004. Back then, Dove was the only beauty brand talking about women’s self-esteem. By 2015, this was a crowded, noisy landscape and we wanted to make sure Dove was still leading the conversation around beauty confidence.
From its core real beauty message down to its products, Dove cares for its consumer. To help Dove better understand consumers, we created custom insights reports combining relevant news, social media, and popular cultural trends around women's issues and beauty.
The In Real Life written reports blended coverage and analysis of the stories that interest and influence Dove consumers, whether it was the #Mumbod craze on social media, women’s responses to the Protein World “beach body ready” ad, or a personal essay about growing up with India’s fair skin beauty standards. The reports also looked at how media outlets and other brands engaged with women, paying close attention to the kinds of content and format they used, whether it was through photography, illustration, or a hashtag movement.
These insights kept our client well informed, inspired, and a part of the cultural conversation so they could continue to care for their consumers at the highest level.