Just in time for Mother’s Day, Dove is introducing its latest twist on reality advertising, recruiting three generations of moms in a new video campaign. The effort includes a social
invitation, urging women to share about the women in their lives that inspire their beauty philosophy with a #BeautyStory hashtag, as well as a cause-related connection with iMOM.
Unilever says the campaign came from research that showed that three times as many women say their beauty habits were influenced more by mom than by a celebrity’s, and 88% are more
inclined to believe women they know than famous people. And they draw inspiration as well as practical advice from these real-life role models, with about 75% saying the women they know have had a
beneficial effect on their personal beauty views.
The Dove Beauty Bar: Four Generations video documents the story of one
family, and a letter one of the women wrote to the brand explaining the family enthusiasm for the Dove Beauty Bar.
Leading up the kickoff, the brand has asked its influencers,
including such celebrities as Molly Ringwald, to share about the women that mean the most to them on their social channels.
“We learn what beauty means from the stories and
lessons passed down to us, and in turn, influence the women in our lives as well as future generations,” says Jennifer Bremner, director of skin cleansing at Unilever, in its announcement.
“As a brand, we strive to offer products that give real beauty benefits to real women and are proud that the Dove Beauty Bar has been a part of so many women’s beauty stories.”
To further celebrate the multi-generational moment, the company also teamed up with Family First’s national nonprofit motherhood program, iMOM, setting up photo booths in 600
different Sam’s Club stores around the U.S. The booths offer women a chance to take a photo of themselves with the people that have helped shape the, including a
free
Mother’s Day card. And moms get a free “mommy inspiration” card, offering parenting tips and encouragement. (The group sends out a daily newsletter called the Espresso Minute, which
goes to some 40,000 mothers.)