Dove has spotlighted honest reviews of its Intensive Repair 10-in-1 Serum Mask in a new campaign highlighting consumers unfiltered thoughts.
The campaign, ‘Dove r/eal Reviews’, saw the Unilever-owned brand risk its reputation by committing to sharing 50 unedited and honest reviews of the mask from social media platform Reddit.
“The idea originated from Dove’s long-standing belief in real beauty and real experiences,” Emily Barfoot, Head of Dove US Hair & Skincare, told Cosmetics Business.
“In a beauty landscape increasingly dominated by paid partnerships and curated reviews, the team saw a growing need for unfiltered, trustworthy product opinions.
“To address this, the team created ‘Dove r/eal Reviews’, a campaign built around total transparency, inspired by an existing community and conversation, rather than one the brand created.”
The campaign saw the brand put its product in front of the internet’s most honest and unfiltered community.
This mask smells so good and leaves my hair very soft. It honestly feels like a high end product but is very affordable!
Barfoot explained: “Reddit users were invited to try the product and share their completely authentic feedback: positive, negative and everything in between.
“The first 50 reviews (from those who provided permission) became the campaign itself, shown exactly as written.”
The campaign was brought to life at a pop-up event in New York City's Flatiron Plaza, US, earlier this month, with an immersive installation displaying the reviews.
It will continue to grow through film, out-of-home (OOH) advertising, digital, social, magazine sampling, live review streaming, and on Dove’s own channels.
Barfoot continued: “R/eal Reviews is a natural extension of Dove’s Real Beauty ethos.
“Instead of relying on scripted testimonials or polished claims, the campaign puts real people’s words at the centre – exactly as they were shared.
“Honouring
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