Dove turns online to connect with Chinese women

In partnership with Ogilvy & Mather Shanghai, Dove has created a dedicated campaign site at Dove.sina.com and microblogging site at Weibo.com/dovebeauty to allow women to share their beauty stories. Dove research in China shows that over 60 per cent of Chinese women believe they are beautiful but only a small 4 per cent would openly declare and embrace their beauty. 

“With this campaign we wanted to connect with Chinese women on a deeper level. We believe the most beautiful people don’t necessarily have the best of everything; they simply make the best of everything they have,” said Lizzy Chen, VP of skin at Unilever Brand Development for Greater China/ NEA.

“We hope this genuine dialogue among real people will lead more women to be inspired to take better care of themselves and that the discussion will give rise to a nurturing, warm and inclusive journey where every Chinese woman will be able to release their beauty potential,” added Chen.

The agency expects millions of Chinese women to participate over the next three months. The platform also allows women to tell their friends that they are beautiful. Participants will be rewarded with product samples and beauty tips from inspirational women including Ke Hu, Xiujing Cai and psychologist Yunrong Jin.

The programme will conclude at the end of June. 

Credits:

Project title Dove: You're a beauty story
Client Dove, Unilever China
Creative agency Ogilvy & Mather Group/Shanghai
Media agency PHD
Exposure Digital