This year, Dove has invited women to let go of the ‘pursuit of perfect’ when setting their New Year’s resolutions.
Dove’s global research report, “The Real State of Beauty,” found that millennial women have the lowest body confidence compared to previous generations. As a result, millennials are over-indexing on health conditions linked to body image.
In the brand’s first-ever body confidence program geared towards women, this project aims to empower women in their journey to body confidence.
Marcela Melero, Chief Growth Officer of Dove Personal Care North America and Dove Masterbrand, said,
For 20 years Dove has equipped young people with resources to improve their self-esteem and body confidence, and now we’re expanding our focus to women, many who have grown up under the weight of unrealistic beauty standards reinforced by social media. As we enter a new year, we wholeheartedly encourage women to make resolutions that focus on their own happiness and joy, rather than these negative standards.”
The Dove Self-Esteem Project for Women’s online learning experience includes science-backed content that focuses on commitments to un-do, un-learn, and reject harmful beauty ideals.
Content includes:
Dove’s global research report, “The Real State of Beauty,” found that millennial women have the lowest body confidence compared to previous generations. As a result, millennials are over-indexing on health conditions linked to body image.
In the brand’s first-ever body confidence program geared towards women, this project aims to empower women in their journey to body confidence.
Marcela Melero, Chief Growth Officer of Dove Personal Care North America and Dove Masterbrand, said,
For 20 years Dove has equipped young people with resources to improve their self-esteem and body confidence, and now we’re expanding our focus to women, many who have grown up under the weight of unrealistic beauty standards reinforced by social media. As we enter a new year, we wholeheartedly encourage women to make resolutions that focus on their own happiness and joy, rather than these negative standards.”
The Dove Self-Esteem Project for Women’s online learning experience includes science-backed content that focuses on commitments to un-do, un-learn, and reject harmful beauty ideals.
Content includes:
-
Healing the relationship with your body in a time of complex body image pressures. -
What is body confidence and what does that look like in your life? -
What influences our body confidence and how do societal pressures impact the relationship with your body? -
Defining beauty on your own terms.
Dove has also invited women to break free from limiting beauty standards by setting a #NewYearsUnresolution for 2025. Participants can write a resolution on a sticky note and tear it up or use a digital sticky note on TikTok to share their pledge with their community.
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