Dove Seeks Everyday Women for New Campaign
Dove is extending its real beauty campaign once again.
Dove Hair Care is asking everyday women to show off their hair for a chance to star in on of its upcoming commercials.
To enter the contest, at DoveLoveYourHair.com, entrants submit a current original and unpublished color or black and white photograph of themselves with their face and hair clearly visible through Aug. 13. They also write an essay about how their hair expresses their beauty.
A panel of independent judges will judge the entries based on three criteria: quality of story (50%); representation of Dove brand philosophy (25%); and quality of photo (25%).
Three grand-prize winners get an all-expense-paid trip to New York City to star in a Real Woman photo shoot. The winners will appear in an upcoming Dove Hair print campaign or at DoveHair.com. They also get a spa treatment for themselves and one guest.
For every entry, Dove has pledged $1 to its Uniquely Me program in partnership with the Girl Scouts, which helps girls with self-esteem issues. Dove Hair Care parent Unilever sponsors the contest.
This campaign follows a similar essay contest earlier this year to put real women in a print ad for its Energy Glow self-tanning moisturizer. The Dove Look Like Summer, Feel Like Summer contest sent five winners to New York in April for a photo shoot for the ad, and gave each person a summer trip to the destination of her choice: the Caribbean; an upscale spa; Nantucket; Aspen or Telluride, CO; or Napa Valley, CA. (Promo Xtra, Feb. 15, 2007).
Unilever has won accolades for featuring real women in its Dove advertising, and for using its Campaign for Real Beauty and the Dove Self-Esteem Fund to encourage healthy self-image for girls and young women.
