All Real Women to Appear in National Dove® Ads
The brand’s largest campaign of real women transforms the tapestry of Times Square to showcase the beautiful skin of women everywhere
ENGLEWOOD CLIFFS, N.J., April 19, 2012 /PRNewswire/ — Thousands of women have asked to be in a Dove® ad, and starting today that dream can become a reality for real women everywhere. All women need is the confidence to upload a photo showing off their beautiful skin. This is part of the brand’s national “Show Us Your Skin” campaign which celebrates the beautifully soft and smooth skin Dove® Body Washes and Beauty Bars give women. For the first-time ever, every woman who uploads a photo will appear in a Dove® ad* – including online ads and a dynamic billboard in the world-renowned Times Square. Women will be able to search for their ad and share it with family and friends so everyone can see their “spotlight moment.”
Beauty expert Jenn Falik joins Dove® to encourage women everywhere to have the confidence to participate in the brand’s largest campaign of real women. Falik has spent her entire career in beauty and shares the brand’s commitment to helping all women feel beautiful.
“I love sharing my beauty tips, and how to get soft and smooth skin is such an important one,” Falik said. “I believe when women look and feel their best, they will have the confidence to show it off, and Dove® is giving them a national stage to do just that.”
Beautiful Skin Takes Over Times Square
The campaign is kicking-off in a big way in the heart of New York City’s world-famous Times Square. Women can visit the brand’s Real Beauty Photo Studio on April 19-21, 2012 to show off their skin and have a photo taken by professional photographers. All of those photos will be featured in real-time on a Times Square billboard and an online gallery at Dove.com/ShowUsYourSkin for all of America to see. At the Studio, women can also get expert tips to help them prep for their skin-baring photo shoot and take home product samples to keep their skin soft and smooth. The Real Beauty Photo Studio is located in Times Square (southeast corner of 44th and Broadway) and open from noon to 7:00 p.m. EST.
“We have been featuring real women in our ads for over 50 years, and we are always looking for new and innovative ways to build upon that heritage,” said Rob Candelino, Vice President, Brand Building, Unilever Skincare. “Times Square is a palette millions of people see every day so it is only natural we would take on transforming it into a canvas of real women’s beautiful skin.”
The Big Apple and Beyond
Women across America can be part of the brand’s largest campaign of real women by uploading a photo showing off their beautiful skin at Dove.com/ShowUsYourSkin or Facebook.com/Dove. Photos that meet requirements will be featured on a Times Square billboard, the online Dove® gallery and in digital ads. An email will be sent to every woman with a snapshot of their “moment of fame” on a Times Square billboard so they can share it with family and friends. Women can search for photos in the galley by simply entering a name, location or email address on the brand’s website. Dove is also utilizing innovative technology that allows women to make their photos appear live in the digital ads by using the search feature within each ad.
Behind the Camera
Camera shy? Women who do not want all of America to see their photo can still take part in the campaign. There are several ways to get involved including:
- Viewing the digital mosaic of all photo entries at Dove.com/ShowUsYourSkin
- Searching for photos of friends and family at Dove.com/ShowUsYourSkin
- Tweeting @Dove telling the brand when their skin feels its most beautiful using hashtag #BeautifulSkin
- Watching the live Times Square webcam on April 19-21, 2012 during the kick-off event to see women’s photos appearing live
Soft and Smooth Skin in the Spotlight
Dove® is committed to helping women realize their personal beauty potential by engaging them with products that deliver superior care. Dove® Body Wash and Beauty Bar give women beautifully soft and smooth skin that they will want to show off.
Dove® Body Washes contain NutriumMoisture® technology that goes beyond moisturization to nourish skin deep down. Nourishment is better for skin than just moisture alone since it helps build and maintain beautifully soft, smooth skin. Dove® Beauty Bars do not dry skin like soap does. Only Dove® Beauty Bars contain signature ¼ moisturizing crème combined with a mild cleanser to effectively cleanse and moisturize skin.
Photos will be accepted at Dove.com/ShowUsYourSkin or Dove.com/Facebook from 12:01 p.m. on April 11, 2012 to 11:59 p.m. on August 1, 2012. Women are encouraged to wear a towel, tank top, pair of shorts, or a dress in their photo – anything that tastefully shows off their skin. Photos must meet the requirements outlined in the program rules, and women must be 18 or older to participate. Please note, photos taken at the Real Beauty Photo Studio will be approved on-site and uploaded in real-time while photos submitted outside of the event will be viewable within 3-5 days of submission due to the moderation process. Visit Dove.com/ShowUsYourSkin for more information and to view the complete terms and conditions. No purchase necessary.
Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product1, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove Men+Care™ is the newest range of products from Dove, developed specially for men. Dove is available nationwide in food, drug and mass outlet stores.
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.
1 AC Nielsen (2010)