Dove
STRENGTH IN SOFTNESS
This campaign looks to the future of Dove by extending its message of empowerment to men, challenging beauty standards through inclusion. For many men, self-care is a personal and political act, embracing vulnerability in spaces that often resist it.
This strategy reinterprets Dove's "Real Beauty" legacy through a masculine lens, framing softness as a new strength. By highlighting male self-care as a personal and political issue, the campaign challenges norms linking vulnerability to weakness. The creative direction uses contrast between polished visuals and raw emotion, showing how empowerment can emerge from tension, thus broadening Dove's audience while staying true to its mission of inclusivity and deeper beauty.