Dove commissions Melanie Acevedo to shoot an ad campaign that challenges India to rethink common beauty ideals

Since 2004, Dove has been working to advance a broader, more inclusive definition of beauty, and its latest campaign is continuing that effort in India, where the ideals are particularly narrow. “In fact, our new research suggests 76 percent of Indian women believe that in today’s society, it is critical to meet certain beauty standards,” Victoria Sjardin, senior global brand director of Dove Masterbrand, told Adweek.

The new campaign features print ads shot by Melanie Acevedo showing glowing portraits of women of different ages and body types, each of them defining beauty in her own terms.

“This campaign is designed to encourage India to embrace its diversity in beauty, and spark change against the variety of pressures and influences that are keeping a narrow beauty ideal alive,” Sjardin explained to Adweek. “Our hope is to genuinely start a conversation about expanding the beauty ideal and embracing the varieties of beauty that come from a country with 631 million women, 29 states and 22 languages.”

 

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One of the print ads in the campaign. Photos by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

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Photo by Melanie Acevedo for Dove.

Screen Shot 2016-05-23 at 11.30.15 AM

Melanie with the crew from Mumbai at Yashraj Studios. Photo courtesy @maleniacevedophoto.

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