Dove reaffirms commitment to Real Beauty for 60th anniversary

For its 60th anniversary, Dove has announced it is recommitting to Real Beauty with the Dove Real Beauty Pledge – three vows the company promises to uphold for women everywhere.

The three pledges are as follows, according to the company's press release:

We always feature real women, never models

Models reflect a narrow view of beauty. Dove believes that beauty is for everyone and therefore features real women of different ages, sizes, ethnicities, hair colour, type or style.

  • Zero models in our campaigns
  • Real women introduced by their names
  • Our campaigns reflect the population's diversity

We portray women as they are in real life

We never present the unachievable, manipulated, flawless images of "perfect" beauty which the use of retouching tools can promote.

  • Zero digital distortion of women
  • Image approved by the women we feature

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We help girls build body confidence and self-esteem

Globally eight out of 10 girls opt out of key life activities when they don't feel good about the way they look. Dove has a mission to ensure the next generation grows up enjoying a positive relationship with the way they look – helping young people raise their self-esteem and realise their full potential. For over 10 years the Dove Self-Esteem Project has educated over 20 million young people in body confidence and self-esteem and has become the biggest provider of self-esteem education of its kind. We work with world renowned body image experts and leading universities to develop evidence based and academically validated educational tools.

  • Educate 20 million more young people around the world on body confidence and self-esteem by 2020

Additionally, Dove is teaming up with London-based photographer and creative director Mario Testino to take 30 portraits showcasing the beauty of women around the world.

The images feature women and girls from 15 countries, between the ages of 11 and 71, and will be on display both on the brand's online channels and in New York City at the Dove Real Beauty Showcase.

"The way Dove empowers women to celebrate their own unique beauty has long resonated with me. I have always taken the same approach with my pictures. A photographer has a choice – they can take a picture and make it about themselves by using avant-garde techniques, sometimes capturing the weakness in women, or they can choose to give their picture over to the woman in front of the lens by making her look herself and feel her most powerful," Testino said.

Dove global vice president, Sophie Galvani said, "In 2017, the beauty landscape is wildly different to what it was in 2004 when we launched the Dove Campaign for Real Beauty; however, our commitment to redefining beauty hasn't changed. The women and girls photographed according to the Dove Real Beauty Pledge celebrate true global diversity; each has her own unique beauty story and is a true inspiration for women everywhere."

The full Dove Real Beauty Pledge and the Dove Real Beauty Showcase will be available on Dove online channels from today onward.