Going from one side to the other, going back and repeating until you find the perfect effect to post a photo: this is the behavior of 65% of women with blemishes on their face, who, according to a survey carried out by Dove, say they only use applications and social networks with some type of filter.
To launch the Dove Regenerative facial line, with products that even out, hydrate and protect to reduce blemishes, the brand appropriates some of the most used beauty filters on Instagram to reinforce the message that none of them truly treat the discomforts and insecurities that women can have.
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. When exploring the tool in search of the desired effect, you will find information about the use of filters by women and, then, the launch of Dove, a complete line for skin uniformity, clinically proven and with the exclusive B3PRO technology, which works in synergy with skin biology, stimulating regeneration from the inside out. In addition to hydrating and protecting, the line reduces blemishes in two weeks of use.
“The intervention into 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 a market where consumption is heavily driven by social media, we understood that this was an important space to launch Dove Regenerative, a new line of facial skincare that meets the needs of many women who are uncomfortable and, often, feel insecure about the spots on their face”, she adds, who also reinforces that the initiative is not about the use or not of editing filters on social media, but rather about the motivation behind the use which, in many cases, it is related to aesthetic pressures and beauty standards that are often unattainable.
Research carried out by the brand shows 62% of respondents are dissatisfied with the appearance of their facial skin — 3 in 5 women are concerned about issues such as blemishes, acne scars and irregularities in skin tone. The number is even higher among black women: 90% of interviews report discomfort with acne marks, pimples and blackheads, reinforcing the demand for effective solutions. Tested on more than 100 skin tones, Dove Regenerative presents itself as an ally for women to rediscover their real beauty, without damage and blemishes, and to feel confident in their own skin.
In addition to the action, Soko/Droga5 SP also signed the campaign film and activation of influencers on social media.
“Our idea was to approach women exactly where they face their insecurities about their skin and the dilemma of posting with or without filters. That’s where Dove will surprise you with this launch, which brings the possibility of finally freeing yourself from filters and feeling more confident on and off the internet.”, says Nayara Lima.
The Dove Regenerative skin care line includes: 3-in-1 Serum, Anti-greasy & Matte Facial Cleansing Gel, Purifies & Balances Facial Cleansing Gel, SPF 30 Facial Moisturizer, Night Facial Moisturizer, Unifying Serum and Anti Dark Circles Serum . All products are available in the main pharmacy chains throughout Brazil with prices ranging from R$39.99 to R$129.99, making skin care accessible to everyone.
