Dove's fresh marketing strategy aims to help individuals move beyond the constant self-portrait trend
In a bid to promote genuine joy and spontaneity, Sally's renowned beauty brand, Dove, has launched a new campaign titled #ShareTheFirst. This initiative encourages women to share their authentic selfies, aiming to challenge the filtered fakery of social media and create a more candid social media environment.
The campaign is a collaboration with singer-songwriter Bebe Rexha and various influencers, and is part of Sally Beauty's ongoing social media marketing efforts to promote self-confidence and authentic beauty. Dove's campaigns, like #ShowUs and #PassTheCROWN, have consistently stood out in the beauty sphere for their stripped-back, candid approach.
Lucy Reeves, a UK-based content creator and body confidence advocate, agrees with Bebe Rexha and urges a change in the trend of unrealistic perfection on social media. Reeves emphasises the need for authenticity in digital spaces, a sentiment echoed by ulta beauty's powerful campaign.
Dove's research shows that 8 in 10 US women take up to 50 photos before finding the perfect one to post, indicating a pressure to present an unattainable ideal of beauty. The campaign seeks to evoke emotion and spark meaningful change in the world, demonstrating the power of advertising.
The beauty industry typically pursues perfection in its advertising, while Dove's campaigns exemplify authenticity that cannot be replicated through empty design or performative activism. The brand's latest initiative rejects unhealthy social security beauty standards and encourages women to embrace their natural beauty.
The Period Conversation, an in-house 'Nice Works' project by Nice and Serious, and The Creative Bloq Newsletter offer daily design news, reviews, how-tos, and more, providing a platform for discussion and learning in the creative industry. These initiatives, along with Dove's campaign, contribute to a broader conversation about body positivity, self-acceptance, and the importance of authenticity in digital spaces.
Bebe Rexha, who has faced pressure to look perfect in the spotlight, states that scrolling through perfected photos online has affected her self-perception. She joins Dove in urging women to post special moments without fear, celebrating their unique beauty and encouraging others to do the same.
Dove's campaign is a testament to the brand's legacy as a progressive and empowering force in the beauty industry, challenging beauty standards and promoting self-confidence. By choosing to share their authentic selves, women can help break the cycle of posing, filtering, and curating, fostering a more inclusive and realistic digital landscape.
