One in every three U.S. households uses a Dove product, and chances are nearly as many watch either Grey’s Anatomy, Scandal or How To Get Away With Murder, Shonda Rhimes’ current crop of TV hits.
So it’s fitting that Dove and Rhimes are partnering on Real Beauty Productions, the brand’s first content studio, with Rhimes serving as the project’s inaugural Creative Director.
Described as a collaborative content studio for women to share personal stories that expand the definition of beauty, some of those stories may make it to film or another format. Real Beauty Productions has pledged to employ an entirely female crew to ensure a women’s perspective from every angle.
— CLEVER Network (@Clever_Network) March 31, 2017
“I have always told stories to show us who we really are—our real human truths,” Rhimes stated. “The way women are depicted on our screens, big and small, must be challenged. I am personally eager to see the real and unexpected stories women will share with us.”
For a brand celebrating 60 years of paying attention to real women in their beauty products and advertising, this strategic move cements Dove as a leader in #RealBeauty for the next 60 years.
“True to our Real Beauty Pledge, Dove remains committed to only feature real women, to never digitally alter their appearance, and to help the next generation develop a positive relationship with beauty. And, we are taking our leadership to the next level,” stated Nick Soukas, VP of Marketing for Dove.
— shonda rhimes (@shondarhimes) March 30, 2017
“We are thrilled to partner with Shonda and real women everywhere. By putting the power directly into the hands of real women and girls, they can truly represent who they are, as beautiful, confident and diverse individuals.”
Rhimes leads the pack in depicting strong, flawed, whole women in her TV shows.
“I think what makes each one of those women beautiful is being powerful, working at all cylinders, loving themselves, feeling really confident,” she commented. “Beauty is greater than your hair or your eyes. It’s a bigger picture.”
“Viola Davis’ wig and the removing of her makeup was a really powerful moment of showing a woman how she truly is when she takes off all of the masks that she holds onto throughout her day to keep herself armored against the world,” Rhimes told People.
As Rhimes has matured she has stopped trying to look like someone else and focused more on appreciating herself. “I don’t know if it is age. I don’t know if it is motherhood. I don’t know what it is, but at some point I just looked up and thought, ‘Oh I am not worried about any of that at all. Confidence carries you through. But I don’t know if any woman’s ever at the point where she is 100 percent accepting it.”