This New Year, Dove is encouraging women to make a #NewYearsUnresolution: a commitment to letting go of unrealistic beauty standards and embracing body confidence. Dove’s latest campaign aims to help women reject societal pressures and focus on self-love, offering them the tools to start 2025 with a positive mindset.
Building on its ongoing mission to support body confidence, Dove is launching the Dove Self-Esteem Project for Women. This initiative includes the brand’s first-ever body confidence program for women, designed to help them heal their relationship with their bodies and embrace authenticity.
Recent research from Dove’s The Real State of Beauty Report revealed that 1 in 3 women would give up a year of their life to achieve the “perfect” body. The report also found that millennial women struggle the most with body confidence and are facing more health issues linked to body image. In fact, 69% of women admitted avoiding social events due to low body confidence.
Many women’s New Year’s resolutions are tied to body dissatisfaction, often focusing on dieting, weight loss, and improving appearance. Dove’s new program shifts the focus toward self-esteem and body positivity by encouraging women to make resolutions that celebrate who they are.
Starting on New Year’s Day 2025, Dove will launch an online body confidence course on Dove.com, aimed at helping women overcome harmful beauty ideals. The program will explore four key topics:
- Healing your relationship with your body in a world full of complex body image pressures.
- Understanding what body confidence means and how to build it.
- Identifying the societal influences that shape our body image and confidence.
- Redefining beauty based on your own values and preferences.
Marcela Melero, Chief Growth Officer at Dove, emphasized that this initiative is about empowering women to reject unrealistic beauty standards and focus on their own happiness, rather than striving for unattainable ideals. Through Dove’s program, women will be encouraged to embrace authenticity and define beauty on their own terms.
Dove is also inviting women to make their #NewYearsUnresolution public by writing it on a sticky note and tearing it up, or by using a digital sticky note on TikTok to share their pledge with their community.
As Professor Phillippa Diedrichs, a body image expert, points out, many women set resolutions based on narrow societal beauty standards, but Dove’s new campaign encourages women to break free from this cycle and take control of their body confidence journey.
This year, let’s leave unrealistic beauty standards behind and embrace body confidence. Make your #NewYearsUnresolution today with Dove.
