Dove celebrates a milestone

Dove50th-622x405by Tanya Kostiw

To celebrate the 50 candles on its birthday cake this year, Dove enlisted 50 Canadian women for its latest campaign, geared at helping women feel beautiful, regardless of their age.

The latest push in “The Campaign for Real Beauty” kicks off today and runs for a 50-day period, featuring a different woman daily who is celebrating her birthday. More than 4,000 women applied at a casting call in May.

Sharon MacLeod, VP, personal care North America, Unilever, says the number of women enables the brand to showcase beauty – of various ages, ethnicities and appearances – in a way that a campaign with only two or three women couldn’t. The idea of celebrating a birthday at any age tied into Dove’s own birthday celebrations and its mandate to help women view beauty as something to inspire happiness, not anxiety, she says.

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