Dove teams up with Walmart Canada on Project #ShowUs photo initiative

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (LightFieldStudios)
© Getty Images \ (LightFieldStudios)
Two months ago, the Unilever brand announced its Project #ShowUs, a campaign and Getty photo library designed to change the way media portray women. Now Dove has plans to engage with Walmart shoppers and include them in the new photo library.

The Project #ShowUs initiative is a collaboration between Dove and an inclusive community of female-identifying creatives known as Girlgaze. The idea behind the project is to make realistic and diverse photos of women available to media in hopes of improving the way women are visually represented. Read more here on Cosmetics Design.

“Project #ShowUs is leading by example and setting a tone for other companies to follow suit when it comes to showcasing beauty diversity in advertising,”​ Leslie Golts, marketing lead for Dove and the skin cleansing category at Unilever, explains in today’s media release about the partnership with Walmart.

“It's incredibly exciting to see so many women highlighted in a mainstream campaign that you don't usually see front and center,”​ says Golts, adding that, “Beauty should be inclusive and represented in its many forms – which is why it was important for us to bring diverse perspectives and underrepresented creatives into the mix.”

Photo op

This Saturday, Dove is setting up Real Beauty Studios at select Walmart stores. Photographers will be giving shoppers the chance to be photographed during six-hour sessions in four different stores across Ontario, British Colombia, and Alberta.  

Participants will receive their portraits instantly via email, as soon as the photoshoot is complete, where select images may be showcased in the global #ShowUs image bank and on Dove social channels,” ​explains the media release.      

And there’s an additional cause linked to the campaign through the Walmart Canada partnership: “Dove will be donating up to a maximum of $10,000 to Children's Miracle Network as part of this #ShowUs Walmart initiative.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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