Dove
Partners: Cimira Crews, Anna Hansohn, Ky McLemore, Nate Proctor
We need you to diagnose the real problem: is it message fatigue, competitive differentiation, or cultural evolution? Then show us how Dove can continue to lead in purpose-driven beauty while staying fresh and relevant.
The Real Problem
Young people already feel pressure from social media and peers to look their best, and the “Real Beauty” campaign hasn’t modernized to reflect the changing attitudes and media habits of Gen Z and Alpha.
Personal Care is Changing
The category is experiencing a dynamic shift as tweens and teens define their relationship with beauty products.
Personalization is driving product innovation, with young consumers leading the charge.
Skincare brands can help tweens and teens improve self-confidence by creating fun, approachable products tailored to their age group, emphasizing self-care and positivity.
Our Target
Tweens & teens (12-17) who are beginning to explore body and personal care.
For them, ‘Real Beauty’ is much more personal now.
They know that beauty comes in different shapes and sizes. They don’t need a brand to tell them that anymore.
Young people have a more flexible definition of beauty, one that goes beyond just physical attractiveness or what society tells them is beautiful.
For them, ‘Real Beauty’ is much more personal now.
They know that beauty comes in different shapes and sizes. They don’t need a brand to tell them that anymore.
Young people have a more flexible definition of beauty, one that goes beyond just physical attractiveness or what society tells them is beautiful.
40%
of tweens are buying their own products by age 12.
For them...
Loving the way you look can start young and last a lifetime.
80%
of teens enjoy expressing themselves through beauty routines, but over half feel pressure to look a certain way.
40%
of boys aged 12-17 compare aspects of their appearance to peers or others online.
54%
of girls aged 12-17 feel pressure to look a certain way from social media or peers.
For teens and tweens, Dove is the brand that treats body and personal care as self-love and expression, not improvement. We’re here to show them Real Beauty starts with Dove.