* Dove partners with Shonda Rhimes in new beauty project
* Real Beauty Productions aims to tell stories of real women
* Submit short film on Dove.com for chance to be featured
Dove launched its “Campaign for Real Beauty,” back in 2004 in an attempt to re-brand the company. The campaign launched with a photography exhibition in Toronto called “Beyond Compare: Women Photographers on Real Beauty,” sponsored by the company. The exhibition showed the work of 67 female photographers, including Annie Leibowitz, featuring photographs rendered with a female gaze, and reflective of the exhibit’s overarching theme of female empowerment. Dove’s “Real Beauty” commercial and print campaigns soon followed, featuring “real women.” The non-models that starred in their campaigns, were women of all shapes, sizes, ages, and ethnicities that didn’t appear to be overly retouched.
The campaign’s commitment to female empowerment along with their innovative campaign strategies, including airing videos on YouTube at the height of the streaming website’s burgeoning popularity, lead the Real Beauty campaign to become recognized as one of the most successful marketing campaigns of all time. Over a decade later, Dove’s campaign is still going strong, with plans of expansion.
In honor of Dove’s 60th anniversary, the company has announced that it will team up with television producer and screenwriter, Shonda Rhimes, to open up a digital studio called Real Beauty Productions, which will aim to produce content based on the stories and lives of real women and their experiences to combat the unattainable standards of beauty that are often projected in advertising campaigns. The recent discourse surrounding the media’s portrayal of women and female experiences has become widespread, and many producers and companies are becoming more aware of the importance of incorporating “the female gaze,” into their content.
Rhimes is best-known for her award-winning screenwriting for the hit television shows, Grey’s Anatomy and Scandal. She has been applauded for writing strong female characters that transcend the limited and archetypal representation of the female experience, making her a great fit as creative director for Dove’s latest Real Beauty venture.
Real Beauty Productions will bring the power of storytelling back to women by featuring content sourced from real women. In addition, the production crew will be entirely female, with submissions limited to female contributors. To kick off the new project, Dove is inviting women to share their unique definition of beauty by uploading a short video/film to their website for a chance to featured. Those who submit will even have the chance to become the character of their own television mini-series produced by Rhimes.