The industry is facing a problem – underrepresentation and unrealistic beauty standards. So how do we make beauty real for women everywhere?
7 out of 10 women say they
don't see themselves reflected
in media and advertising.
Create a 100% female production company to tell stories by women, for women about how they are redefining beauty for themselves.
Dove created the first branded, all-female
production company to tell women's stories.
Brands have been defining beauty for women for decades. But they’ve rarely asked women to define beauty for themselves. Dove knew that now more than ever, it was crucial for women to have a voice in a conversation about beauty. Over the course of one year, Dove created Real Beauty Productions, the first, branded production company made up entirely of women, to produce stories written and directed by women for women – a Dove and beauty industry first.
Dove enlisted renowned storyteller, Shonda Rhimes, and together they assembled a 79-member, all-female crew. In our first year in production, the team produced 12+ films that generated over 26.6 Million views. By changing the ratio behind camera, women were finally seeing themselves the way they wanted to be represented on camera. Our year of firsts culminated on awards night; in a year when representation in film was the topic of the Emmys, our spot took center stage, proving that who's behind the camera impacts who's in front of it.
In one year, Dove put the power of storytelling in women’s hands and made beauty more inclusive than ever before.
Meet the 100% all-female team.
(keep scrolling to see the films below)