Dove transforms Reddit reviews into campaign

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TL;DR

Dove has launched a new campaign that transforms authentic Reddit reviews of its products into creative advertising, spotlighting real consumer voices to reinforce trust, transparency and product efficacy in an era of skepticism toward traditional beauty marketing.

Article

Dove is leaning into internet culture and consumer authenticity with a new campaign that turns real Reddit reviews of its products into advertising creative. The move reflects a broader shift in beauty marketing, where brands are increasingly prioritizing credibility and peer validation over polished, aspirational messaging.

Instead of relying solely on scripted brand copy, Dove mined public Reddit threads where users discussed their genuine experiences with its products. These unfiltered testimonials — often written in casual, conversational language — have been adapted into campaign assets across digital and social platforms. By spotlighting organic user commentary, Dove positions itself as confident enough to let consumers speak on its behalf.

“Real beauty means real experiences, and that includes hearing what people actually think,” said Emily Barfoot, Head of Dove North America – Hair & Skincare. “With Dove r/eal reviews, we’re redefining what beauty industry campaigns look like. Celebrating one of the things that makes Reddit so special, we sought to create space for honest conversations and amplify unscripted voices, sharing not just the positive reviews but all of it. We trust our products enough that we were willing to take this chance.”

“Views to beauty content on Reddit are growing over 30% year-over-year. This is because Reddit’s communities are where people find real, unfiltered reviews of products they’re interested in,” said Paulita David, Head of US Large Customer Sales at Reddit.

The strategy aligns with Dove’s long-running brand equity around real beauty and authenticity. In a digital environment where audiences are quick to question overly curated content, leveraging Reddit — a platform known for candid, community-driven discussions — signals transparency. It also taps into the growing influence of online communities in shaping purchase decisions, especially among younger consumers who treat Reddit as a search engine for product validation.

Creatively, the campaign preserves the raw tone of the reviews while elevating them into clean, minimalist ad layouts. The contrast between informal internet commentary and premium brand presentation creates both relatability and authority. The effort underscores a key marketing insight: today’s most persuasive claims often come from customers, not companies.

Beyond creative execution, the campaign highlights a larger industry trend. Social proof, community validation and user-generated content are no longer supplementary tactics; they are central to brand storytelling. By institutionalizing Reddit praise into formal advertising, Dove effectively bridges grassroots endorsement with mainstream media scale.

The campaign reinforces Dove’s positioning as a brand that listens — and trusts its consumers enough to put their words front and center.