How Project #ShowUs Is Changing the Face of Beauty Representation
Dove’s Project #ShowUs redefines beauty by showcasing real women and non-binary individuals, fighting stereotypes in media worldwide.
Dove’s Project #ShowUs is a transformative initiative breaking long-established beauty stereotypes by capturing and celebrating the diversity of women and non-binary people around the globe. Through a ground-breaking partnership with Getty Images and Girlgaze, the campaign has not only built an extensive stock photo library but has also sparked a vital cultural conversation about who gets to define beauty—and why it matters for everyone.
Why Project #ShowUs Was Needed
For decades, the media and advertising industries have promoted narrow ideals of “acceptable” beauty. Dove commissioned a global survey that found 70% of women still felt unrepresented in the images they saw daily. This lack of representation wasn’t merely cosmetic—it affected self-esteem, career prospects, health, and relationships. It sent millions the message: “If you can’t see yourself, how can you be yourself?”
- Unrealistic beauty standards have excluded people based on age, body shape, skin tone, hair texture, ability, and more.
- Exclusions perpetuated by media images negatively impact women’s confidence, aspirations, and sense of belonging.
- For many, these barriers start young and are compounded over a lifetime.
Dove’s mission became clear: drive deep, systemic change by championing a truly inclusive vision of beauty.
Behind the Scenes: Building the World’s Largest Diversity-Driven Photo Library
To kickstart transformation, Dove partnered with two influential organizations:
- Getty Images: One of the world’s largest stock photo platforms, ensuring scale and accessibility.
- Girlgaze: A global network of female-identifying and non-binary creators, dedicated to authentic storytelling.
In just over a year, the collaboration produced a library of more than 5,000 photographs by 116 photographers across 39 countries, later expanding to over 10,000 images and 16,000 images as the campaign grew.
The images intentionally showcased subjects as they chose to be seen—no digital distortion, no artificial gloss, no apologies. Each photo subject personally described and tagged their image, ensuring their identity was defined in their own words. This was a global “first” on a platform as large as Getty Images.
Methodology & Approach
The strategy combined:
- Quantitative research and census data to understand representation gaps in each country.
- Qualitative interviews with women and non-binary individuals to identify lived experiences of marginalization.
- Global creative direction reflecting local cultural nuances—ensuring the library would be embraced worldwide.
Every image was designed to empower:
- Diverse Body Types: Featuring many shapes, sizes, and abilities.
- Inclusive Ethnicities and Cultures: Reflecting the richness of difference across regions.
- Authentic Moments: Everyday expressions, settings, and stories—not staged perfection.
- Self-definition: Individuals defined themselves, not by the gaze of others.
From Photos to Movement: How Project #ShowUs Launched
What others are reading
Dove’s campaign didn’t stop at building a library. The brand launched a massive, multi-channel global campaign across:
- Television and digital advertising
- Out-of-home placements (billboards in fashion districts)
- Social media and influencer activations
- In-store displays
- Editorial partnerships with major publications (e.g., Cosmopolitan, Marie Claire, Bazaar, People, Elle)
The goal: Put authentic representation everywhere stereotypes were most persistent—from mainstream magazines to talk shows, and even in the very social channels where young people often internalize narrow beauty ideals.
Media and advertising leaders were actively invited to view, license, and use the ShowUs library—to catalyze a new global standard for inclusive imagery.
Real Impact and Results
- The ShowUs library grew to over 16,000 images, creating an unrivaled resource for visual diversity.
- Major brands (including Krispy Kreme, Nedbank, Cif, and Magnum) have selected ShowUs images and talents for their campaigns.
- Hundreds of brands and publications now use authentic images from the collection—ensuring millions see themselves reflected, sometimes for the first time.
- Empowered subjects gain a platform and, increasingly, paid opportunities via dedicated casting funding by Dove in some regions.
“Show Us. It’s On Us”: Funding Inclusive Casting and Expanding the Mission
Recognizing that visual representation alone isn’t enough, Dove extended the initiative with Show Us. It’s On Us. This campaign directly addressed industry barriers by funding the costs of diverse casting in advertising and media.
- Women and non-binary participants from Project #ShowUs created short casting films, openly sharing their stories.
- Dove committed to paying appearance fees for featured talents chosen from the ShowUs pool.
- Agencies and brands received these casting films with a clear invitation to select real, underrepresented talent—eliminating excuses around cost or difficulty.
This model not only removes literal financial barriers but sets a new industry expectation: true inclusion means investing in authentic representation.
Beyond the Pictures: Why Representation Matters
The effects of representation run deep. According to Dove and research cited throughout the campaign:
- Lack of authentic representation can diminish confidence, limit ambitions, and harm self-esteem, especially among young people.
- Stereotypes reinforced in media impact hiring, health outcomes, relationships, and even legislation (see Dove’s leadership in advocating for anti-hair discrimination laws).
- Seeing oneself reflected—in all one’s identity and individuality—has proven positive effects on self-worth and aspiration.
Representation isn’t just about images: it’s about opportunity and empowerment. Campaigns like Project #ShowUs are linked with:
- Greater confidence in appearance and identity, as reported by both photo subjects and those using the collection.
- New commercial opportunities for underrepresented talents.
- A shift in industry norms, as more brands follow Dove’s example.
Industry Insight: How Project #ShowUs Changes the Rules
Dove, already known for its Real Beauty purpose, went a step further with Project #ShowUs and Show Us. It’s On Us. While challenger beauty brands sometimes use diversity as a marketing play, Dove leverages its market leadership to set systemic change in motion.
| Traditional Beauty Imagery | Project #ShowUs Approach |
|---|---|
| Narrow, homogenous standards | Inclusive, authentic, diverse identities and bodies |
| Heavily retouched and staged | No digital distortion; real stories and self-definition |
| Defined by external gaze | Subjects define and tag their photos, own their stories |
| Limited access to commercial opportunities | Dove funds casting fees and creates paid opportunities for underrepresented talents |
This shift pushes brands, agencies, and media to hire more inclusively and think beyond tokenism, moving toward a lasting culture change.
Spotlight: The People Behind the Pictures
Project #ShowUs centers not just faces, but real stories. Photographers and participants from 39 countries contributed to the diversity:
- Female-identifying and non-binary creators brought unique perspectives to every shoot, ensuring authenticity.
- Each subject described their experience, their identity, and how they wished to be seen—transforming images into acts of self-empowerment.
- No age limits, ability restrictions, or “beauty” filters: teens, elders, mothers, athletes, professionals, students—each their own version of normal and extraordinary.
Read more stories from the collection on the Getty Images and Girlgaze platforms, as well as Dove’s campaign site.
How Brands and People Can Get Involved
- If you’re a creative or brand: License inclusive images from the Project #ShowUs collection via Getty Images for your campaigns.
- If you’re in media or advertising: Prioritize diverse casting and authentic representation; explore partnership opportunities through Dove and Girlgaze.
- If you’re an individual: Support brands and campaigns fostering change. Share your own authentic images and stories; representation is a community effort.
Frequently Asked Questions (FAQs)
Q: What is Project #ShowUs?
A: Project #ShowUs is a global image collection launched by Dove, Getty Images, and Girlgaze. It features thousands of unretouched photographs of women and non-binary individuals from around the world, aiming to create authentic representation in media and advertising.
Q: Why does representation in media matter?
A: Research shows that when people do not see themselves reflected in media, it can negatively affect their confidence, health, and opportunities. Authentic images have a positive impact on self-identity and ambition.
Q: How are subjects in Project #ShowUs portrayed differently from typical stock images?
A: Every person photographed self-defines their image tags and descriptions, and all photos are displayed without digital distortion. This way, subjects own their representation—unlike traditional modeling or stock photography.
Q: Can brands use images from Project #ShowUs?
A: Yes, the entire library is available for licensing through Getty Images. Brands are encouraged to use these images in their ads and campaigns to promote broader, more inclusive representations of beauty.
Q: How can I support Project #ShowUs?
A: Spread the word about the campaign, advocate for inclusive imagery in your life and work, support brands promoting authentic representation, and—if eligible—consider contributing your story and image via Girlgaze initiatives.
Looking Forward: The Future of Diverse Beauty in Media
The success of Project #ShowUs demonstrates that systemic change in media and advertising is possible, but ongoing vigilance, creativity, and investment are required. As conversations around diversity and inclusion continue to shape the media landscape, campaigns like this set the new standard for authenticity—reminding the world that beauty is, and always should be, defined by everyone.
Dove’s project is not just a campaign but a global movement, inviting everyone to participate in a more honest, kind, and empowering vision of beauty.
References
- https://www.razorfish.com/work/dove-project-show-us/
- https://wfanet.org/knowledge/diversity-and-inclusion/item/2021/04/08/Case-study–Dove-Show-Us-Its-On-Us
- https://www.branding.news/2021/09/30/tbt-dove-invites-media-advertisers-to-showus-womens-real-beauty/
- https://www.everybodyconsulting.com/dove-case-study
- https://www.cosmopolitan.com/style-beauty/beauty/a31669558/cosmo-dove-project-showus/
- https://www.dove.com/us/en/campaigns/purpose/showus.html
- https://losmakes.com/new-gallery-2
- https://www.mindshareworld.com/usa/work/dove-project-showus
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