Dove hands advertising power to women on Facebook

Women are exposed to negative advertising that preys on their insecurities every day, and it can impact their self-esteem. But Dove has come up with an innovative Facebook app which is giving women a voice to fight back.

Unilever logo

Dove’s Ad Makeover application gives women a chance to replace negative Facebook ads about belly bulges, muffin tops or bust-boosting tricks with positive beauty messages – and it aims to reach more than 35 million consumers across Brazil, the UK and Australia.

Swapping negative ads for positive messages

The process works by Dove paying a premium to win advertising space on Facebook, outbidding the companies behind negative ads so they can be replaced by new customised messages.

Users simply select a message, such as ‘Your birthday suit suits you’, ‘The perfect bum is the one you’re sitting on’ and ‘Every body is beautiful’. Then they choose who they want to send the message to, pick a colour theme, and their feel-good Facebook ad is lined up to reach women all over the world.

Reaching millions through social media

“Dove has always listened to women, and we are giving them a new way to be heard through this first-of-its-kind Facebook app,” says Kathleen Ryan, Dove Global Social Media Manager.

“We chose to use Facebook because of its power and reach in social media, which would propel these positive beauty messages to as many women as possible.”

Only 4% of women think they're beautiful

Only 4% of women consider themselves beautiful, according to Dove’s Global Real Truth About Beauty Study carried out in 2010.

And while 80% of women agree that every woman has something about her that is beautiful, they do not see their own beauty. The Ad Makeover campaign is part of Dove’s mission to help inspire all women to reach their full beauty potential.

Back to top


We're always looking to connect with those who share an interest in a sustainable future.


Get in touch with Unilever and specialist teams in our headquarters or find contacts around the world.

Contact us