Dove's You're More Beautiful Than You Think; 20 Years Later

This campaign will always range high on my list for two simple, but vital reasons.

Dove is a company and brand that has been around and a household staple for 75 years. (Happy Late 75th Birthday!)

Twenty years ago they embarked on decade-long effort to re-define beauty. I remember it then and I reference it a lot now.

Prior to, they were like most personal care brands. Their images were hyper-beautiful, their videos were elegant and condescendingly unrealistic.

With “Beauty” as I will call it, they went back to their roots and in so doing, positioned themselves as the every person product there to help you see and empower your own beauty.

Watch one of the longer form videos to see for yourself how they took the people and allowed the world around them to reposition themselves in their own minds:

So, what is the brand lesson here?

• Always position your product and brand as a hero to the buyer.

• Always put the consumer in a position to see themselves with your product and in a better place