ASIA-PACIFIC – SHANGHAI, CHINA, MAY 2011 – According to Dove’s research in China, over 60% of Chinese women believe they are beautiful but only 4% would openly declare and embrace their beauty.
Dove wants to change this by launching the first and largest social media initiative – Dove’s “You’re a Beauty Story”– an initiative to inspire the women of China to acknowledge and embrace their beauty and ultimately capture the individual beauty stories of the millions of women across China.
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A dedicated campaign site dove.sina.com.cn and Sina Weibo micro-blogging site – weibo.com/dovebeauty has been created to allow women to share their own personal beauty story.
“There is magic in sharing and believing – because everything starts with believing in your own potential. When you share, you are acknowledging your own beauty and when this happens, you are more like to value and take care of your beauty,” said Geoffrey Ogay, Regional Planning Director, Ogilvy & Mather, NEA.
Said Lizzy Chen, VP Skin, Unilever Brand Development, 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.”
Chinese women can affirm their own beauty along with sharing their own beauty stories and a friend that ‘she is beautiful’. Her participation will also be rewarded with product samples and tips on how to release their beauty potential from inspirational women like Ke Hu, Xiujing Cai, and Yunrong Jin, a psychologist.
The program will conclude with the celebration of these women’s individual stories 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, principally Sina Weibo
Sponsor
