Dove gives women chance to control Facebook ad space, promote positive beauty messages

ENGLEWOOD CLIFFS, N.J. — Dove is celebrating International Women's Day by giving women the power to control Facebook ads so they can fight back against the ones that prey on their insecurities and promote the positive ones.

Beginning on March 8, the Dove Ad Makeover campaign allows women (and men) to use a Facebook application, which can be found at Facebook.com/Dove, to spread positive advertising to people across the country. In 2012, the Ad Makeover campaign reached 33 million women, and this year it promises to inspire widespread self-esteem with its availability in 19 countries.

"Dove has always listened to women, and we feel that International Women's Day is the perfect time to once again inspire them by bringing our Ad Makeover Facebook app to America and to 18 [other] countries around the world," said Rob Candelino, VP Unilever skin care. "We chose Facebook because of its power and reach in social media, which would propel these positive beauty messages to be seen by as many women as possible."

The app uses auction-style bidding systems used to purchase ads on many online sites to increase the number of positive messages women see. Women (and men) can choose 1-of-8 beauty messages that make them feel beautiful, such as "Your birthday suit suits you," "Everybody is beautiful" and "The perfect bum is the one you're sitting on." The chosen messages will appear in available ad space on Facebook — paid for by Dove — and a counter on the Facebook app will track the number of women who receive positive beauty messages.

The Dove Ad Makeover app allows for:

  • A notification that an ad story has been published to be posted to participant's timeline;

  • The participant to choose keywords that describe other women who should see the ad story (from health and travel to fashion and beauty) — message is published throughout women's Facebook experience; and

  • The participant to opt to send app to friends' timeline.


To show support for the campaign on Twitter, tweet @Dove using the hashtag #admakeover.

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