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Dove Show Us. It's on us.

Show Us. It’s On Us.

Show us real beauty. Show us beauty that’s inclusive and diverse. Show us beauty that looks like all of us. This is what we all want to see – but it’s not a reality. 70% of women don’t feel represented in media and advertising, and every day, women’s lives are impacted by limitations, exclusions and narrow beauty stereotypes. It’s time to change this.

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. 

Dove show us. its on us
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Now, we’re calling on other brands to help us increase the presence of real beauty in their advertising through their campaigns. Sophie van Ettinger, our Global Vice President says: “For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential.

The effects are vast, negatively impacting health, career and relationships. As an actionist brand that continuously challenges narrow beauty ideals, it is our duty to help others to represent all beauty in their advertising.”

“By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance.”

So far, Magnum, Krispy Kreme, Cif and Nedbank have joined us to show the world a more inclusive and diverse vision of beauty. Who will be next?