Dove is leveraging two-way mirror technology for the first time to launch a new interactive experience in Canada. The activation spotlights Dove’s new Whole Body Deodorant collection, while highlighting the long-lasting odor protection and skin care of the brand’s products.

Shagufta Hooda, head of deodorants at Unilever Canada, tells MiC that Dove’s marketing strategy has centered around highlighting the brand’s skincare benefits, as it has helped it stand out from other body deodorants. This latest activation is a natural extension of that approach, providing a showcase for Dove’s new product lineup, which provides odor protection for areas beyond the underarms, Hooda explains.

Debuting at The Well in Toronto, “Let your body, body” offers an immersive dance experience with a kind of magic-mirror technology. Upon entering a mirrored installation, users select a song and can dance freely, as if unseen, surrounded by a disco ball and immersive sound. From the outside, passersby see only a glass box enveloped in mirrors. If the person inside wants to share their movements with those passing by, they can press a button that transforms the box into a transparent showcase.

According to Hooda, the ideal way to demonstrate the 72-hour odor protection of the new deodorant range was to get customers moving – literally, through dance. She says the team also aimed to leverage technology to craft an immersive experience that combined music and addressed concerns like body odor in an engaging way to increase clients’ confidence in their physical appearance.

“This activation reinforces the Dove brand commitment to empower women to feel comfortable and confident in their skin. The key message is simple: movement should be free from discomfort – whether it’s odour, chafing or irritation,” she says.

The primary target audience is Canadian women seeking personal care products that deliver both exceptional performance and skincare benefits. And to resonate with younger demographics, particularly Gen Z, the team has also collaborated with influencer Spencer Barbosa to produce social media content. Additionally, the activation is amplified through strategic public relations efforts and media partnerships.

Initiative handled paid media, while Edelman is behind creative, PR and celebrity creator collaborations.