According to Dove’s latest 2024 State of Real Beauty research in Canada, one in three women feel pressure to alter their appearance because of what they see online, even when they know the images are enhanced or AI-generated. In response, Dove partnered with Pinterest to create “Real Beauty DNA,” where Pinners can select images and words that represent what real beauty means to them.
The mobile-only experience creates a sharable video of a person’s unique results featuring their “Real Beauty DNA” profile. All of the images they choose can be pinned to help keep their algorithms reflecting the diversity of beauty.
The campaign used the Pinterest Premiere Spotlight format to build awareness and launched on August 6 to drive users to the mobile experience. The entire campaign will run until September 16 and will feature video and static images across the Homefeed and Search Landing Page. The Premiere Spotlight ads were created by The Online Studio and the mobile experience was created by Unit9.
Laura Douglas, Dove masterbrand lead at Unilever Canada, says, “Pinterest and Dove share many values when it comes to representation and making a positive experience of beauty accessible online, so we knew this was the right platform to amplify our evolved commitment to keep beauty real. This campaign will allow Real Beauty to be defined by Pinners – on their own terms – as part of our 20 years of celebrating Real Beauty as a brand.”
In the past few years, Pinterest has been committed to building products aimed at inclusion and launched tools that allow users to refine searches based on skin tone, hair pattern and, most recently, body type. By searching for “wedding makeup ideas,” “fall haircuts,” or “wedding dresses,” users will see promoted search filters that allow them to pick the range that most reflects their skin tone, hair pattern or body range. Body type ranges had a 66% higher engagement rate per session on Pinterest than those who haven’t used the tool, and the use of skin tone ranges by Gen Zers increased 190% YoY and hair pattern search increased 225% YoY.
