In an effort to reinforce its “every shape is beautiful” messaging, soap brand Dove is launching a range of limited edition body wash bottles in a variety of shapes and sizes.
As part of its “Real Beauty” campaign, Dove introduced the new bottles to reflect the unique curves of women.
“Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition. They’re one of a kind – just like you,” Dove said in a statement on its website.
“The Real Beauty Bottles is one of those rare ideas (that) condenses decades of a brand’s legacy in two seconds”, said Andre (Dede) Laurentino, global executive creative director for Unilever at Ogilvy U.K.
“It’s deceivingly simple and quite nuanced: a message about our body conveyed by Dove bottles themselves, it cares for the physical and the emotional, and it brings brand essence and product design seamlessly together.”
The bottles are currently only available for a limited time in the U.K.
Reaction to the unique packaging has been relatively positive — albeit full of harsh truths — on Twitter.
For this to be accurate for me I'd need something waaaaaaaaaay grosser and more misshapen. Also it should be crying. https://t.co/l4Mg1bOCd5
— Jesse Singal (@jessesingal) May 8, 2017
— chekov's mankrik (@vrunt) May 8, 2017
Dove has been running its ‘Real Beauty’ campaign, aimed at celebrating the diversity of women’s bodies, since 2004.
The brand is owned by Unilever, who also produces AXE products for men and Ben & Jerry’s ice cream.