What do you get when you combine a powerful screenwriter with a notable personal care brand? Real Beauty Productions. Dove has partnered with Shonda Rhimes, naming her the Creative Director of their newest launch.
Dove hopes to shift the power of storytelling with the help of Rhimes to bring real stories to life. Although beauty standards have started to evolve, 69% of women agree that they don’t see themselves reflected in advertisements, movies, and television, according to a press release. In addition, 71% of women and 67% of girls wish the media did a better job of portraying women of diverse physical appearance – age, race, shape and size.
The inception of this collaborative content studio stemmed from the need of all women and girls to see their #RealBeauty represented in the media and culture. In this studio, women will get the opportunity to share their personal stories that will expand the definition of beauty.
“I have always told stories to show us who we really are – our real human truths,” Shonda said in a press release. “The way women are depicted on our screens – big and small – must be challenged. I am personally eager to see the real and unexpected stories women will share with us. ”
Starting Mar. 30th, women and girls will be working with Rhimes throughout the year to share their stories. According to the press release, industry findings suggest that one solution to on-screen diversity is to hire more women on production crews. Dove is pushing the limit by having an exclusively female crew to provide a safe space for women to express themselves while also ensuring a women’s perspective shapes the film from every angle – in front of and behind the camera.
“True to our Real Beauty Pledge, Dove remains committed to only feature real women, to never digitally alter their appearance, and to help the next generation develop a positive relationship with beauty. And, we are taking our leadership to the next level,” said Nick Soukas, Vice President of Marketing for Dove in a press release. “We are thrilled to partner with Shonda and real women everywhere. By putting the power directly into the hands of real women and girls, they can truly represent who they are, as beautiful, confident and diverse individuals.”
Dove encourages all women to share their #RealBeauty Stories here. Watch the video launch below: