That’s why we partnered with Getty Images, Girlgaze, women and non-binary individuals everywhere to change the perception of beauty around the world. In 2019, we created Project #ShowUs – our collection of over 10,000+ images that offer a more inclusive vision of beauty for all media and advertisers to use.
But we couldn’t stop there. Next, we took further action to shatter beauty stereotypes in South Africa through It’s On Us. We decided to hack the advertising industry – from the inside – infiltrating international casting calls with real beauty models from Project #ShowUs. Each of them had a simple message to encourage inclusion – “If you choose me, and show me as I really am, Dove will cover the cost of my appearance fee”. It’s on Us. Why? Because real beauty deserves to be seen and celebrated in the media, advertising and all areas of life.