Beauty brand Dove is known for its 'real beauty' campaigns that highlight the importance of women’s self-esteem. With this motto in mind, the
project "Real Beauty Beats" was designed by the creative studio Black Ship for Dove Portugal.
Carried out for the first time with men only, this new experiment shows their reactions when describing different women projected on a
screen. Filmed in an seemingly abandoned warehouse, the mysterious experiment involves the real-time monitoring of participants’ heart rates as they watch the screen.
The first sequence of projected featured traditional models generated only superficial praise related to their physical characteristics, with little change in pulse. In the second sequence, participants are unexpectedly shown images of 'special' women, such as a partner or a family member. Emotion immediately took over and heartbeats soared.
Memories and feelings like love, affection, gratitude and admiration were associated with the 'special' images. At this point, the considerable increase in heart rate left no doubt – real beauty, literally, touches the heart.
In just two days, the campaign has reached more than 400,000 views on YouTube and 430,000 views on Facebook since it has launched.
In addition to inspiring people all over the world, the project intends to promote the Dove Beleza Real digital platform which aims to encourage women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential.