We wanted to teach women in an unorthodox way that the concept of beauty is something very personal and not measurable. The keyword “measurable” was the spring board for the “Real Beauty Scale”. We remodelled scales so that they did not display the weight in kilos but the following statement: “Real Beauty can’t be measured in kilos.” After this we placed the “Real Beauty Scales” in ladies changing rooms of fitness centres and schools.

The “Scale Promotion“ is a very coherent activity within Dove’s Campaign for more self-esteem. It reveals in a very catchy and captivating way that Real Beauty cannot be measured numerically and inspires girls to have a wider definition of beauty beyond common stereotypes. Quantitative results are not available as we did neither tracking nor research.