THE WHAT? Dove is offering to pay its models to appear in advertisements for other brands in a bid to encourage more inclusive marketing.

THE DETAILS The Unilever-owned brand has written an open letter inviting its rivals to use its real beauty models from Project #ShowUs for free. At each international casting call, the models will carry a simple message: ‘if you choose me, and show me as I really am, Dove will cover the cost of my appearance fee’.

Fellow Unilever-owned brands Magnum and Cif have already taken the beauty brand up on the offer, said Dove, as well as Krispy Kreme and Nedbank.

THE WHY? The brand stated that real beauty deserves to be seen and celebrated in the media, advertising and all areas of life. As Sophie van Ettinger, Global Vice President, explains, “For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential.

“By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance.”