A Thing of Beauty

Starting July 25, Canada's W Network ran a week-long campaign that encouraged women to re-examine conventional notions of beauty. The initiative was sponsored by Unilever's Dove brand, which began a similar 'Campaign for Real Beauty' early last year as part of its advertising strategy for a new range of cosmetics. For the initiative, the womens' specialty service produced a series of 5 x 30-second vignettes in which W's female hosts shared their personal thoughts on what constitutes real beauty. But a one-hour documentary that aired at 8 p.m. on July 30, titled Beauty Quest (it follows a female fashion photographer as she searches for an image that personifies actual beauty), was the centerpiece and as such was promoted by spots carrying a 'brought to you by' tag from Dove. 'I've never felt so well supported in terms of publicity in my life,' says Leanna Crouch, CEO and exec producer of Telefactory, the Toronto-based prodco responsible for Beauty Quest.

August 1, 2005

Starting July 25, Canada's W Network ran a week-long campaign that encouraged women to re-examine conventional notions of beauty. The initiative was sponsored by Unilever's Dove brand, which began a similar 'Campaign for Real Beauty' early last year as part of its advertising strategy for a new range of cosmetics. For the initiative, the womens' specialty service produced a series of 5 x 30-second vignettes in which W's female hosts shared their personal thoughts on what constitutes real beauty. But a one-hour documentary that aired at 8 p.m. on July 30, titled Beauty Quest (it follows a female fashion photographer as she searches for an image that personifies actual beauty), was the centerpiece and as such was promoted by spots carrying a 'brought to you by' tag from Dove. 'I've never felt so well supported in terms of publicity in my life,' says Leanna Crouch, CEO and exec producer of Telefactory, the Toronto-based prodco responsible for Beauty Quest.