Dove® wanted to reach real women everywhere at a mass level and celebrate the confidence they feel from having softer, smoother skin as a result of using Dove® Beauty Bar and/or Body Wash.
Beautiful skin deserves to be shared. To make it possible for every single real woman from all over the country to appear in Dove® ads across America—with an exciting opportunity to appear on a billboard in Times Square as its showpiece.
A celebration of real beauty and the soft, smooth results of Dove® Beauty Bar and Body Wash would run like an underlying current throughout, allowing for excellent branding integration without being heavy-handed.
Show us your skin. Dove® created the world’s first living ad campaign—allowing real women, and their beautiful skin, to speak for themselves.
By simply uploading a photo, each real woman could see herself and her friends in all different types of Dove® ads, in all different formats and in all different mediums—from web, to print, to mobile and beyond.
The Dove® “Show Us Your Skin” campaign inspires and engages those consumers who have always been most important to Dove®— real women; continues to build and sustain the brand’s skin-care credibility; and delivers an ownable, lasting message.
With thousands of entries pouring in just a few days post-launch, this unique campaign is just warming up for a powerful and impactful run with no foreseeable end in sight. Stay tuned to see what’s next and show us your skin at dove.com/showusyourskin