Dove: #TheArtofSelf-Care

With the launch of a new line of moisturizing deodorant lotions, Dove sponsors the restoration of Brazilian masterpieces at MASP#TheArtOfSelfCare, campaign created by Tech and Soul, brings up brand’s caring for the skin of women, both real and those immortalized in the artworks to be restored
Sao Paulo, December 2020. In order to mark the release of its new range of body moisturizing deodorant lotions, Dove partnered with MASP (Museu de Arte de São Paulo) to sponsor the restoration of three works of art of the museum. The action aims to show that the brand, as well as taking care of Brazilian women’s skin by promoting moisturizing, also cares for a different “skin type”: the canvas of Brazilian masterpieces.

With the motto #AArteDeSeCuidar, the campaign created by the agency Tech & Soul reinforces the brand’s attention to skin care, beauty and health – in real women as in those portrayed in paintings. After all, for Dove, skin self-care routine has always been an art. The pieces chosen to be restored was Flower Vendor (Vendedora de Flores, 1947) by Djanira da Motta e Silva, Five Girls from Guaratinguetá (Cinco moças de Guaratinguetá, 1930) by Emiliano Di Cavalcanti, and Self-portrait with orange dress (Autorretrato com vestido laranja, 1921) by Tarsila do Amaral, whose heirs are partners of MASP in actions aimed to preserve and diffuse the institution and its collection.

“Be able to illustrate Dove’s care for the skin and beauty of the Brazilian women in such thoughtful way is really powerful”, states Flavio Waiteman, Tech and Soul’s partner & CCO. The agency was assigned to perform this project for Dove; the first for the brand.

The campaign will also feature actions with influencers, who will tackle the importance of skin care in their social media, as well as a film that will emphasize the workpieces restoration process and the importance of women’s self-care rituals to keep the beauty and health of the skin.

Dove’s new line features five versions of body lotions and two hand lotions, developed with textures and fragrances in line with Brazilian women’s preferences. The lotions Essential Nutrition Karité Butter & Vanilla and Pomegranate & Verbena are available in bottles of 200 ml e 400 ml, while the blends Avocado Oils & Marigold Extract and Coconut Oil & Almond Milk can be found in a bottle of 400 ml as well as a hand lotion pack of 75 ml. The products are already available at the major supermarkets and drug stores all over Brazil.