Dove x Pinterest: Real Beauty DNA

The background

Dove has a long history of challenging unrealistic beauty standards in media and advertising. Their Real Beauty campaign celebrates diversity and individuality and aims to take action towards beauty inclusiveness and self-esteem for all women and girls. This project aimed to extend that message to Pinterest, a platform heavily influenced by curated images. The goal was to create an infinite canvas of Real Beauty, allowing users to curate their own vision and influence the Pinterest algorithm towards showcasing natural beauty over artificial standards.

The execution

We created a mobile-first interactive experience that integrates with Pinterest, encouraging users to define Real Beauty for themselves through thought-provoking questions and visuals. Users are invited to navigate an endless scroll of diverse images – real people, real flaws, breathtaking landscapes, cultural practices, and moments of pure joy – selecting those that resonate with their personal definition of beauty in order to curate their own unique feed.

Following this exploration, a custom video celebrated their unique vision of Real Beauty, showcasing their chosen images. A seamless one-click integration with Pinterest allowed users to save their selections directly to their boards, influencing the platform’s algorithm and promoting a shift towards natural beauty.

The results

Empowering users to define beauty on their own terms, Dove’s interactive experience in partnership with Pinterest challenged the dominance of unrealistic AI-generated images by promoting diverse and natural beauty, solidifying Dove’s commitment to the Real Beauty campaign and resonating deeply with their target audience.