On Saturday, May 11, Dove and Walmart Canada will be hosting Real Beauty Studios at select locations in Canada to support the latest Dove Real Beauty Campaign, Project #ShowUs.
In partnership with Getty Images and Girlgaze, Dove launched Project #ShowUs which is the first publicly accessible photo library to shatter beauty stereotypes around the world by showing women as they are, not as how others believe they should be. Why? Seventy per cent of women still don't feel represented in media and advertising. With over 5,000 images of women photographed by women, we can offer a more inclusive vision of beauty for all media and advertisers to use.
"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," said Leslie Golts, Marketing Lead at Unilever (Dove Brand & Skin Cleansing Category). "It's incredibly exciting to see so many women highlighted in a mainstream campaign that you don't usually see front and centre. 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."
As part of Project #ShowUs Dove and Walmart Canada are partnering to bring the initiative in-store to give shoppers an opportunity to participate in their own #ShowUs experience, where professional photographers will capture images of women that are not digitally distorted, to celebrate real beauty. 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. By visiting participating Walmart stores, and having your picture taken, you will be helping children's hospitals across Canada, as Dove will be donating up to a maximum of $10,000 to Children's Miracle Network as part of this #ShowUs Walmart initiative.
The Real Beauty Studios will be launching in four locations within Canada, from 10 a.m. – 4 p.m. (in each market)
Mississauga (Square One), 100 City Centre Dr., Mississauga, ON
Scarborough West, 1900 Eglinton Ave. E., Scarborough, ON
Victoria, 3460 Saanich Rd., Victoria, BC
Edmonton West, 18521 Stony Plain Rd., Edmonton, AB
How to get involved
Want to help expand the definition of beauty? We're encouraging women across Canada to #ShowUs more women like you. Join our movement by visiting any of the participating Walmart locations within Canada or check out www.Dove.ca/ShowUs to upload your own #ShowUs image to be considered for the Project #ShowUs photo library.