In the run up to festival season, Unilever briefed River to create a series of accessible festival looks to showcase Dove’s self-tan products.
Given that Dove can only work with real women and are against the retouching of any images, River’s Project Manager Lucy Tomkins was selected as the face of the campaign. Talking about the role, Lucy said, “It was a great experience to work for Unilever, such an important River client, and to build a strong relationship with them. I was honoured to be the face of the Dove’s Festival Campaign, which represents real woman and beauty that doesn’t need Photoshop or retouching.”
“Finding ‘real women’ is always challenging,” says Jo Hoare, Content Editor. “You’d think it would be easy to grab someone from the street, or one of your friends, but when the brand values include a policy of no retouching, it can be very tricky finding a novice who is happy in front of the camera WITHOUT the safety net of Photoshop. The brief for the Dove Summer Glow woman was someone natural and fun, who would look at home heading off to a festival. Lucy was a natural choice – and a natural in front of the camera.”
The point of sale materials will be placed in most of Superdrug’s 800 stores across the UK and Republic of Ireland, while the campaign’s digital content will be featured on Superdrug.com and on the Superdrug Loves YouTube channel, with the potential for it to be rolled out across other platforms.