Why Dove is encouraging India to break the rules of beauty
May 2016: Dove’s latest campaign aims to inspire India to embrace its diversity in beauty, widening the existing beauty ideals.
Dove’s latest campaign aims to inspire India to embrace its diversity in beauty, widening the existing beauty ideals.
Celebrating ‘real women’
For a country with 631 million women, 29 states and 22 languages, the traditional beauty ideal in India is still narrowly defined by tradition and culture.
New research conducted by Dove reveals that 76% of Indian women believe that, in today’s society, it is critical to meet certain beauty standards, and that 80% of women and 77% of girls believe that to do well in life, they need to look a certain way.
Dove is looking to create a more inclusive definition of beauty in India.
Through its latest campaign – ‘Let’s Break the Rules of Beauty’ – the brand invites women to make their own features as celebrated as existing stereotypes. The centrepiece of the campaign is a film that captures 85 ‘real women’ from across India celebrating their own ideal of beauty.
Female empowerment is on the rise
Srirup Mitra, General Manager, Hindustan Unilever, Personal Care, says: “Culturally, India is experiencing a real movement towards female empowerment and our research reveals that 67% of Indian women and 64% of Indian girls would like to see a more diverse range of beauty represented in the media. For over 50 years through the Dove brand we have supported women to see beauty as a source of confidence and not anxiety. With this campaign we want to further encourage conversations on the evolving ideals of beauty in India.”
The Dove Self-Esteem Project
Dove has long been inspiring women to develop a positive relationship with beauty, because when women recognise the beauty in themselves, they have powerful ability to positively impact the next generation. Through the Dove Self-Esteem Project, launched in 2004, Dove has reached more than 19 million young people globally with self-esteem education.
Join Dove in celebrating ‘Let’s Break the Rules of Beauty’ by watching the film. Share the film and tell the world what #RealBeauty means to you.