Dove has been leading a transformative movement in India with its ongoing Test campaign, focusing on challenging beauty biases in arranged marriages. Now in its third year, the campaign highlights the inspiring stories of four mothers who are rewriting their daughters’ matrimonial profiles to emphasize qualities beyond physical appearance, coining the term “mothermonials.”
The initiative addresses a significant issue in traditional matrimonial practices, where women are often described solely by their height, weight, and complexion. Dove’s #TheBeautyTestStopsWithMe campaign aims to redefine these profiles, transforming them into holistic narratives that reflect the daughters’ personalities, achievements, and aspirations.
By showcasing these “mothermonials,” Dove encourages mothers to take an active role in reshaping the narrative for their daughters, offering a more positive and empowering approach to arranged marriages. This initiative seeks to ensure that future brides are valued for their character and accomplishments rather than just their looks.
Through this campaign, Dove continues its mission to challenge and change societal beauty standards, promoting a more inclusive and realistic portrayal of beauty in Indian society. #StopTheBeautyTest.