Dove spotlights unfiltered Reddit critiques

Dove has launched a global campaign built entirely on unfiltered feedback from Reddit users, placing online reviews at the center of its marketing. Developed by DAVID London alongside AKQA Paris and WPP Media, the initiative invites public scrutiny rather than polished endorsements.

The brand asked members of Reddit to review its Dove Intensive Repair 10-in-1 Serum Mask, committing to publish responses without edits, even when critical. A dedicated subreddit post attracted hundreds of comments and upvotes, ranging from strong praise to blunt criticism.

From subreddit to street-level media

Dove transformed the reviews into a multi-channel campaign titled r/eal reviews, referencing Reddit’s subreddit format. The work features verbatim quotes such as “Please don’t ever change this product!!!!!” alongside less flattering remarks including “I hate the smell, it’s like an old lady.”

The campaign moved beyond the platform into out-of-home placements across New York City, supported by digital OOH and testimonial-style films in which Redditors read their own comments on camera. Each contributor appears through a customised Snoovatar, maintaining anonymity while reflecting Reddit’s community culture.

Challenging scripted beauty endorsements

The strategy positions the brand against traditional beauty marketing, which often relies on controlled messaging and curated testimonials. Dove also encouraged influencers and creators to share transparent experiences with the product in sponsored posts, regardless of whether their views were positive or critical.

Genevieve Gransden, Executive Creative Director, DAVID London: "The Reddit universe plays by its own rules, so being able to work directly with Redditors and drop the usual scripts and guardrails for a brand as iconic as Dove was incredibly exciting."

Selma Ahmed, Executive Creative Director, DAVID London: "Entering the comments section is always a risk, but for our first work with DAVID London, we wanted to do something that didn’t play it safe."

Brand trust through public scrutiny

Berengere Loubatier, Senior Global Brand VP for Dove Hair & Skin Care: "We wanted to build on Dove’s heritage of real women’s testimonials—but reinvent what a testimonial means today. That meant grounding the campaign in real community voices, not scripted endorsements. Choosing unfiltered feedback from some of the internet’s most honest critics wasn’t the easiest choice, but it was the most authentic one. Not only because we truly believe in our 10 in 1 Hair Mask, but also because real is what Dove stands for—and real earns trust."

Courtney Pappas, Industry Manager, CPG, Reddit: "It’s rare to see a brand take Redditors’ words and use them verbatim, without edits or filters, as part of a national campaign. We’re proud to provide users with an honest and authentic platform to share feedback, and we’re excited by how the r/eal Reviews campaign has energized our community to engage with Dove in a way they don’t normally with brands."

The campaign is currently live in New York City, with further channels and timing set to follow. Through r/eal reviews, DAVID London places community commentary at the forefront of Dove’s communications strategy, using transparency as the core creative device.

www.dove.com

www.reddit.com

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