Dove is launching the latest video in their long-running promotional marketing action for Real Beauty, this time focusing on the vast majority of girls who would like to change something about their appearance.
And while Unilever brand can woo some of the same controversy is greeted other recent videos like "beauty spot" offering since last year and the Beautiful "Choose" ad earlier this year, the latest video also directs spectators to a safer place, Pinterest.
Still, if there is some controversy, will not be a surprise to Jennifer Bremner, senior development director of Dove brand. Part of the Dove Self-Esteem project for girls first launched in 2004, the campaign "has always focused on having the conversation, and I think sometimes you need different reactions in order to have this conversation," Bremner said.
At the same time, the video of this year is linked to a new program on Pinterest including 80 "sharable resources" to help women face greater barriers to girls' self-esteem, developed with global advisory board of Dove educators.
Ms. Bremner acknowledged she likes the most positive and large snark-free part of Pinterest to house self-esteem materials environment. "Women go there for inspiration, to learn something and do something," she said. "It was definitely the perfect platform for this type of activity."
Despite the WPP Ogilvy & Mather created most of the Campaign for Real Beauty videos, the latest comes from "creative content agency" Of course, with VaynerMedia pitching for other content and Edelman PR on.
The idea came from research Dove find 90% of girls would like to change something about themselves with the film that features a variety of girls who wish they had curly or straight hair, light skin or darker were shorter or stronger, etc.
"We're hoping to inspire girls to realize they do not need to change themselves and help build a more positive relationship with its own beauty," Bremner said.
Watch the video of Dove's promotional campaign: