Dove’s real beauty program expanded

First it was the body; now it's hair that's getting a self-esteem makeover.

Real women’s bodies rarely resemble those of supermodels. Nor does their hair, and that’s OK. Such is the reasoning behind, and the message of, Shine Magazine, the latest addition to Dove’s real beauty campaign. The French-language version of the publication is titled Luminance.

The one-time publication was produced in association with Rogers Media, and is being distributed in subscribers’ August issues of some its magazines, including Chatelaine, Flare and LOULOU, as well as the Sept./Oct. issues of Glow and Pure.

Also viewable online, Shine is filled not with unattainable runway ‘dos, but with flattering, realistic styles photographed on the heads of some of the 7,000+ Canadian women who submitted their photos online after Dove Canada invited entries. Eight women – all with zero modeling experience – are featured in the magazine. As well, more than 1,400 other Canadian women’s photos appear in the publication’s photo mosaics.

Several agencies were involved in the initiative: PHD handled media; Ogilvy & Mather did the creative; Capital C executed the online component; and Harbinger is doing PR.