Dove celebrates its 60th anniversary with a new production company, Real Beauty Productions, and names Shonda Rhimes Creative Director. The Grio reports:
“The purpose of the partnership campaign is to showcase women’s #RealBeauty in media and culture… The company hailed Rhimes as a “pioneer in celebrating diverse and inclusive beauty on screen,” noting a statistic that 69 percent of women say they don’t see themselves reflected on screen.”
Rhimes has been the vanguard for the uptick of diversity in mainstream media in recent years. Nick Soukas, Vice President of Marketing for Dove, says of Rhimes’ new role,
“We are thrilled to partner with Shonda and real women everywhere. By putting the power directly into the hands of real women and girls, they can truly represent who they are, as beautiful, confident and diverse individuals.”
A beauty campaign in mainstream media led by a Black woman is still both a first and a pretty big deal. As a part of the campaign, which involves a promise to feature real women and to never digitally alter marketing photos, Dove is encouraging women to share their beauty stories on their website.