A few days ago I published a post with the campaign of the moment by Dove, called“Sketches“. It has been so well received that it is among the most shared in the world. However, there is another idea from the same brand, a little less known, with a commercial that recently won Gold at Cannes and that you can’t miss.

Although there are those who say that insights have gone out of fashion, this idea is based on a hidden truth that provokes deep emotion, because it cuts to the heart of a question: when did you stop believing in your beauty?

I believe there is no single brand that can pay the price of ignoring the woman –after all, she is the shopper-in-chief, the one who makes most of the buying decisions and influences others. However, she prefers story over specs or features.

Dove’s focus on women seems obvious, yet who would have thought that tires or wall paint would take advantage of a focus on women? For many years, men and women have designed for women with pink in mind. Wrong! What we must be clear about is that while men relate by competition, women relate by affinity.

Now I invite you to do a simple exercise: which local brands do you recognize in their defined approach to women? If your answer includes few brands, there you have a clear sign of opportunity.

We’ll talk more about this later.