The brand proposes a healthier relationship with appearance, highlighting that the solution for cared for skin is not artificial filters
Dove bets on an ‘unfiltered’ social media campaign to launch its ‘Dove Regenerative’ skincare line. According to a survey carried out by the brand, 65% of women with blemishes on their faces say they only use apps and social networks with some type of filter.
Users who access filters such as Goxxtosa, Very Bela, Chic, Crespa and Maravilhosa, Thata Huji, Plant, Thata Vintage, De M millions and Thata Glow will be surprised, at first, with a blurry selfie and then will find information about the use of filters by women.
The idea is to reinforce the message that none of these beauty filters truly address the discomforts and insecurities that women may have and then show the launch of Dove, a complete line for skin uniformity.
“Intervention in popular beauty filters represents our mission as a brand to promote a more positive relationship with appearance. We want to show that true skin care is more powerful than any filter and much more effective in building beauty as a source of confidence” , says Mariana Martins, marketing director at Dove.
In addition to the action, Soko/Droga5 SP also signed the campaign film and activation of influencers on social media.
