Case study: Dove hosts Google Hangout debate on real beauty

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Back in June 2014, Dove hosted a debate on beauty at Selfridges flagship Oxford Street store that was be broadcast live on Google+ via a promoted post, as part of its "campaign for real beauty" activity. The ad appeared in real-time as a display advert on webpages linked to women’s beauty and lifestyle.

Debaters included academic Dr Phillippa Diedrichs, Mumsnet founder Carrie Longton and Olympic gold medallist Rebecca Adlington.

The debate was the conclusion a series of in-store debates Dove has already held with beauty experts for a Selfridges project that aims to provoke "how beauty is regarded in society".
The theme "social media and self-esteem: is it empowering or damaging" also included blogger Elizabeth Kesses and journalist Hattie Brett.

Dove’s partnership with Selfridges also involves a Dove Beauyy Bar pop-up shop in the department store, which was open until 11 June.

The debate explored the new Selfie phenomena, asking if this the ultimate expression of self-esteem, or something else altogether?

Nikki Rettie, senior brand manager for Dove, said: "As a brand first, it’s huge news for us and we feel confident that by exposing the debate in this way and making it so widely available, it will bring us a step closer to our goal: making beauty a source of confidence not anxiety."

View parts of the debate below:


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