How can Dove promote inclusivity and women empowerment?

THE SITUATION: Dove created an advertisement for a body wash embracing “beautiful skin,” however it was misconstrued and created lots of controversy.

THE INSIGHT: In today’s day and age, beautiful skin is not something you can define. Women are empowering one another and embracing their individual beauty. Additionally, women are more entrepreneurial than in the past so brands must focus on empowering them in ways other than just “sitting still and looking pretty.”

THE APPROACH: Be the boss babe you want to be. For the body wash advertisement, the new approach is to “Step in – disconnect and Step out – connected to bright ideas.” Dove can own the shower moment and inspire creativity in their consumer, while encouraging them to be the boss babe they want to be.