20 years of Natural Beauty

A Commitment to Authenticity with a Forward-Looking Vision

Office

Portugal

Services

Brand Strategy
Brand PR
Media Relations
Ambassador Management
Experiential Activations
Social Media Content

Date

2024

For the past two decades, Dove has built a unique position in the beauty industry: advocating for a real, diverse, and honest representation of women. Since the launch of Real Beauty, the brand has maintained a strong commitment to unretouched images and messages that reinforce self-esteem and confidence, becoming a global reference for female empowerment.

In 2024, this commitment faced a new challenge. In a context marked by the massive rise of artificial intelligence in content creation, the beauty sector confronted a key dilemma: how to embrace technological innovation without compromising the authenticity and credibility of brands.

How can Dove continue defending real beauty in an era where AI-generated images threaten to impose new, unrealistic standards?

Solution

Reaffirming Authenticity in the Age of Artificial Intelligence

To commemorate 20 years of Real Beauty, Dove decided to take a bold step forward, turning its historic positioning into a future-facing commitment. The brand publicly announced that it would not use artificial intelligence to generate images in its campaigns for the next 20 years, reinforcing its promise of authenticity at a moment particularly significant for the industry.

This positioning was brought to life through the launch of the Real Beauty Prompt Guidelines, a pioneering initiative offering recommendations and guidance to promote responsible and mindful use of AI tools. Far from rejecting technology, Dove approaches it from an ethical and educational perspective, helping users create images that represent authentic and respectful beauty.

The anniversary celebration also included an immersive weekend event, designed as a space for reflection and conversation around real beauty and the impact of technology on self-esteem. In parallel, a social media content strategy featured brand ambassadors such as Carolina Deslandes, Catarina Raminhos, and Carla Andrino, who shared the message with their communities in a relatable and credible voice.

Through a comprehensive activation—including the event, digital content, and media amplification—Dove successfully reinforced its leadership as a brand committed to authenticity, connecting its legacy with the challenges of today and tomorrow.