New York Events. Dove Launches Real Beauty Campaign Live in Times Square!

May 2, 2012 • Beauty, Events, Fashion Blog

Every so often an event comes along that is so cool, we can’t help but be inspired. And that’s  exactly how we felt about the Dove Campaign for Real Beauty. Since 2004,  Dove skin, hair and bodycare has employed various communications vehicles to challenge beauty stereotypes and invite women to join a discussion about beauty. They strive to abolish common ideas that affect women’s self-esteem at every age by widening and embracing the definition of beauty.  The mantra of the campaign is, Imagine a World Where Beauty is a Source of Confidence, Not Anxiety.

Since the campaign’s inception, the brand has been using real women of every age, race and ethnicity to be the literal faces of  the diversity of beauty. So  to bring the wonderfully inspiring message of the campaign to the rest of the world, Dove chose quite possibly the most people saturated area in the country: Times Sqaure. Dove invited press and special guests to celebrate the launch of the “Largest Ever Campaign Featuring Real Women”, which they had set up as a digital billboard high above the bustle of Times Square. What we were in for, however, was not just a chance at witnessing the phenomenon, but to participate in it as well.

The Dove DIY haircare station

The Dove Real Beauty Photo Studio served as the back drop for the party, with the intent of prepping the”models” (us) for a culminating mini photo shoot that would be part of the live billboard. Amazing! Different stations were set up throughout the sleek, and well-lit space featuring a chance to try all the goodies Dove’s lines have to offer.

As the newest beauty venture for the brand, Dove invited guests to indulge in a quick, DIY hair fix with Dove’s Style + Care styling products. A few framed examples of looks to try came complete with easy to follow, step by step directions while all the rubber bands, headbands and bobby pins you could ever need stood patiently by, waiting to be used. The arsenal of styling tools was completed with the Dove Style+Care™ Frizz-​Free Shine Cream-Serum and Style+Care™ Nourishing Amplifier Mousse.

The luxurious Dove bodycare line

After we had given our locks a little love, we sauntered over to the Dove hand-washing station, complete with a small army of gleaming porcelain sinks and fluffy white towels with the Dove logo on the. We were invited to choose one of the various Dove body washes. The creamy formulas ranged from Deep Moisture Nourishing Body Wash with NutriumMoisture™ to Shea Butter Cream Oil Body Wash to go fresh Cool Moisture Body Wash, and more. I chose the purple-logoed go fresh Rebalance Body Wash which smelled divine and made a thick, satisfying lather in my hands as I soaped up. We loved the smell and feel of each one, especially the VisibleCare™ Softening Crème Body Wash, which we found out contains the highest concentration of NutriumMoistureTM, a complex which contains skin-natural building blocks to help improve skin’s look over time. We were hooked!

As an added bonus, we got to peek around and play with the cool Dove Beauty Bar display (below) that featured several of the brand’s NINE beauty bar formulas. No wonder they’ve been around forever!

The leaning tower of Dove soaps

The Dove accessories bar provided jewelry, hats and sunnies to prep for the photo shoot!

Jewelry & Accessories


The final part of the prep period invited us all to play a little dress up with a fun assortment of spring accessories, ranging from jewelry to hats to sunglasses. We were encouraged to mix and match the pieces and come up with our own unique look to spotlight our beautiful, glowing skin.

Finally, we were ready for our closeup while the digital billboard outside streamed on a projector screen. Without further ado we posed and flashed a smile for the camera to support Dove’s Real Beauty and strong, beautiful women everywhere!

The Dove Beauty Real Beauty live billboard in Times Square!

A couple weeks later, Dove sent me a snapshot of when MY personal picture went up in the Dove Real Beauty billboard, live in Times Square! I can now scratch that off my bucket list! Thanks again Dove for a wonderful and inspiring evening!

My five seconds of fame in Times Square!

– Alia Rajput

Photos: Second City Style

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