“Beauty without artifice” was already a hallmark of the Dove brand when Brian’s team developed this guide for Unilever and agency communicators around the world. The book helped Dove’s leaders achieve clarity as the brand expanded beyond its base and across new geographies.

Digital and analog materials describe an idea of beauty that is self-defined and democratic. And at odds with industry practice: A Dove study by researchers at Harvard and the London School of Economics finds that two thirds of women feel marketers create unattainable images and a vanishing 2% consider themselves “beautiful.” The gulf between the Dove way and industry norms has the makings of a manifesto to carry the brand into a new century.

Change of plans. Instead of a traditional ad campaign, the team commissions a photography exhibit to launch its new range of products in North America. The team invites women photographers from around the globe to share their images of real beauty. The photographs are defiantly un-retouched and shockingly diverse. Which is the point.

“Women who look like us!” is the unspoken message at the entrance to the exhibit. Proceeds from the touring show go to fight eating disorders as well as mother-daughter workshops on self-esteem. (In 800 cities, at last count.) Just by coming in, people are doing something important.

A flexible design system allows for easy travel and set-up. Intended for “everyday women,” the show visits public spaces, not galleries. It goes where busy women go. Even so, visitors spend an average of half an hour with the pictures.

Each photo gets star treatment with its own lighting. Each woman’s idea of beauty is unique.

The team designed a translucent panel system so passersby will notice interesting stuff and engaged people inside.

The experience lives on. Visitors walk away with a book of the photos, along with samples of new Dove products. Unilever calculates that every woman tells at least five friends about her experience.

Storytelling deepens the connection and extends the conversation. The photos have stories – these are real women – and there are important topics to think about and talk over with our daughters.

First-day press after the exhibit opened in Toronto ignited a national dialogue with the Dove brand as its fulcrum. WPP’s Mindshare unit estimated the initial value of press coverage alone at over $21 million, enough to nearly double brand awareness. The National Organization of Women gave our team their Image of Women Award for “challenging stereotypes and celebrating women’s diverse, self-identified beauty.”