Who: Dove, brand of Unilever. What: Skin care products. Where and when: Germany and United Kingdom, 2004. Target audience: Women that doesn’t feel comfortable in the skin they are in. Advertising agency: Ogilvy & Mather
This ad was developed to change the perceptions that are held by people by deconstructing the current norms of beauty. Dove successfully leveraged market research with an aim of understanding how various women perceive their beauty. Dove, therefore, created viral videos in addition to a series of commercials that changed this held norm concerning beauty, where it was believed that being skinny and young defines beauty. The ad stated that the most beautiful person is you.