DOVE’S #NEWYEARSUNRESOLUTION CAMPAIGN INVITES WOMEN TO REDEFINE NEW YEAR’S RESOLUTIONS

• ‘New Years Unresolution’ campaign kicks off Dove’s first-ever body confidence series and online learning experience for women.

Dove, the world’s largest self-esteem education provider, is inviting women to rip up the rules and let go of the ‘pursuit of perfect’ when setting their 2025 new year’s resolutions.

This new year, Dove is asking women to break free from limiting beauty standards by setting a #NewYearsUnresolution for 2025. Participants have been encouraged to write down an unrealistic beauty standard they have felt pressure to conform to, then take the first step towards letting it go, by tearing up the note.

The second part of this empowering act is to commit to what they will embrace about their bodies heading into 2025. Women are encouraged to share their pledge with their TikTok communities – a TikTok branded effect is available for anyone to adopt so they can make a positive #NewYearsUnresolution.

The impactful campaign is raising awareness for the Dove Self-Esteem Project for Women, an online learning experience that aims to help women un-do, un-learn, and reject harmful beauty ideals.

Dove has teamed up with 12 influencers* in the UK to launch the #NewYearsUnresolution initiative. The digital activity showcases the societal pressures and unattainable beauty standards that can come to the forefront during the New Year period.

On New Years’ Eve and New Year’s Day, a selection of influencer content was also shown on the outside of the eye-catching Outernet London building at Tottenham Court Road, one of the capital’s highest footfall destinations.

This activity was reinforced by a moving YouTube video, which has paid support behind it and follows the day-to-day life of a woman across 12 months, highlighting the shocking statistic that one in three would give up a year of their life for the ‘perfect’ body.

Dove is on a mission to make beauty a source of happiness, not anxiety for everyone. The #NewYearsUnresolution campaign was inspired by Dove’s ‘The Real State of Beauty Report*’, the largest research ever done by a beauty brand. This global study found that millennial women have the lowest body confidence compared to previous generations and as a result are over indexing on health conditions linked to body image.

This is especially heightened around the new year, with one in two women’s New Years resolutions being made because they feel dissatisfied with their bodies¹, frequently focusing on new diets and weight loss, improving appearances and looking more youthful.​

Women have long been subjected to toxic beauty pressures, often growing up learning to hate their bodies. After 20 years of building the body confidence of young people, Dove has launched its first-ever body confidence program for women, empowering them to start their own journey of body confidence.

Live from 1 January 2025, The Dove Self-Esteem Project for Women is an online learning experience on dove.com/self-esteem/women. The science-backed content will focus on commitments to un-do, un-learn, and reject harmful beauty ideals. The online program will explore four core topics:

1. Healing the relationship with your body in a time of complex body image pressures – New Years.
2. What is body confidence and what does that look like in your life?
3. What influences our body confidence and how do societal pressures impact the relationship with your body?
4. Defining beauty on your own terms.

Emily Galazka, UK Dove Masterbrand Marketing Manager, said: “For 20 years, Dove has equipped young people with resources to improve their self-esteem and body confidence, and now we’re expanding our focus to women, many who have grown up under the weight of unrealistic beauty standards reinforced by social media. As we enter a new year, we wholeheartedly encourage women to make resolutions that focus on their own happiness and joy, rather than these negative standards. Through Dove’s first-ever body confidence series for women, our aim is to support women in rejecting unattainable ideals, embrace authenticity, and redefine beauty on their own terms.

“To launch this, we’re showcasing our powerful 90 second film via YouTube. At the same time, we are working with engaging influencers to redefine their own new year resolutions on social. We are bringing this content into the physical world through high-profile OOH screens in the UK this new year to spread the message of body confidence far and wide at the start of 2025.”

Professor Phillippa Diedrichs, a body image expert at the Centre of Appearance Research at the University of West England, added: “Many women set New Year’s resolutions to change their bodies, but they’re often unfulfilling goals driven by society’s narrow beauty standards. They shift our attention from what truly matters. Dove has been a trailblazer in redefining real beauty and this new content series is a powerful invitation for millennial women to break this cycle and redefine their relationship with their bodies.”

Bridget Jung, Executive Creative Director, Ogilvy (SYD), said: “New Years is when we reflect and set intentions for the year ahead, but for many women, this means putting unrealistic pressure on themselves. We saw an opportunity to leverage this moment in time to change the narrative and empower women to start 2025 right. It’s been a privilege to work on this campaign and support Dove on their important mission. We believe every woman deserves to go into 2025 feeling good about themselves, and positive about the year ahead.”

The Dove Self-Esteem Project has reached over 114 million young people across 153 countries, offering education on body confidence and self-esteem. Dove is dedicated to ensuring that women of all generations are equipped with the resources and tools they need to build lasting body confidence and self-esteem.

Dove is on a mission to make beauty source of happiness, not anxiety for everyone. Visit Dove.com to access the first ever Dove Self-Esteem Project for women.

#NewYearsUnresolution 

¹ Dove research conducted with 2,000 women across the United Kingdom & United States through Toluna, Metrix Lab.

Source: Dove

  Advertising, Campaign, Dove, Marketing, Ogilvy, OOH, PR, UK, Unilever