For its new campaign, Dove casted 18 models in Germany and Great Britain explicitly not according to their looks but based on their stories and personality.

In earlier campaigns Dove already stood up for "real beauty" by showing everyday women instead of models in their communication. Whilst these body-positive campaigns gained huge popularity among the bigger share of the target group, some critics rose their voices, claiming that the shown non-models were still too objectively beautiful.

With their new campaign Dove takes their statement on real beauty a step further. By not even seeing the models or knowing their name before the shooting, the brand takes away the critics' basis for argumentation and reinforces their own credibility.