The beauty brand launches their "real beauty pledge" and uses women—not models—for the campaign imagery.
To help celebrate their 60th anniversary, Dove has launched the "real beauty pledge," a visual campaign and about their recommitment to real women around the world. The campaign, shot by Mario Testino, features over 30 portraits of 32 real women and girls aged 11 to 71, from over 15 countries.
“The way Dove empowers women to celebrate their own unique beauty has long resonated with me” says Testino of the campaign he worked on with his London-based creative agency. “A photographer has a choice – they can take a picture and make it about themselves by using avant-garde techniques, sometimes capturing the weakness in women, or they can choose to give their picture over to the woman in front of the lens by making her look herself and feel her most powerful.”
Along with the imagery, Dove has released three vows that they are “recommitting" to moving foward. The beauty giant has promised to never use professional models in their campaigns, to never digitally distort the images of the women they photograph, and to help girls build body confidence and self-esteem through the Dove Self-Esteem Project.
Meet ten of the thirty women that were featured in the campaign below.
Mario Testino photographing UK blogger Megan Jayne Crabbe, known to her Instagram followers as @bodyposipanda.
Profession: Online children’s boutique owner.
"I want my daughters to be powerful girls and know that anything is possible. I never want them to look in the mirror and shame themselves."
Profession: Full-time mother.
“I learned that beauty is from the heart, it’s all about kindness. Your skin colour or texture doesn’t make you beautiful, as long as you smile from your heart you are beautiful.”
Profession: Lawyer, speaker, author, photographer.
“I realized that I had the power to define beauty and what beauty means to me. As I get older I get wiser about it.”
“Happiness comes in all shapes and sizes and that’s what we have to remember. You can be curvy any way you like and it’s wonderful. It’s beautiful.”
Profession: Artist, server, prospective law student.
"It got to the point where covering up my silver hair made me feel like an imposter. I came to the realization I shouldn’t hide something that is different and unique about me."
Profession: Chartered accountant.
Country: South Africa.
“I have stopped trying so hard to fit in – my beautiful personality is written all over my face and that’s the only beauty I need.”
Profession: Travel Journalist.
“I’m really sure of myself now in a way that I wasn’t when I was young. I have accomplished things that I am proud of and that is what gives me my confidence and my beauty.”
Profession: Marketing Communications Entrepreneur.
“My mother always told me that natural was best. She wanted me to feel beautiful as I am.”
Profession: Publisher & curator.
“Real beauty is confidence. I have learnt it is okay to accept a compliment and you don’t have to be apologetic about it. You can just say thank you.”
“Beauty is feeling good about yourself. It’s the happiness you transmit through sparkling eyes and a wide smile. It comes from inside.”