For years, Dove has committed to making the beauty industry more equitable through diverse and authentic representations of women. Dove’s new film America the Beautiful sheds light on the current state of the country through powerful images of Black individuals participating in protests across the U.S. In support of the Black Lives Matter movement, Dove stands with the Black community in fighting for justice and equity. America will not be beautiful until it’s beautiful for everyone, and Dove has committed to taking action to fuel change.

Campaign

During the 2020 George Floyyd Experience, Americans were shaken to their core. After intense lockdowns, Racism exploded and Black trauma was being paraded. Suffering and grief blanked America. And there was nothing beautiful about it. In 2019 Dove had created the

Crown Coalition to fight hair discrimination. Launched one day prior to Juneteenth to show Dove's ongoing support of Black Lives Matter in the midst of the George Floyd protests,Dove expanded it’s partnerships with a 5 million dollar investment to fight systematic racismTitled America the Beautiful, this campaign features moments from various anti-racism protests. Because America will not be beautiful until it’s beautiful for everyone.

Our goal was to ensure that not only did ‘America the Beautiful’ make sense for the cultural climate in the U.S. but that it was a positive and clear portrayal of the story and message we wanted to deliver for the Dove brand. The process was swift, as the work was responding to a cultural moment.