Marie Claire International and Unilever ink editorial deal for Dove campaign
Marie Claire International and Unilever have paired on an editorial partnership for the latest Dove campaign, which will follow five women on a 4,000km journey around Brazil.
The Road to Beauty, which will run in the UK, USA and Brazil, marks the first time a Unilever brand has supported an editorially led partnership as opposed to buying traditional digital ad placements.
Initiated by Marie Claire, digital editorial content, comprising a range of film, photographic and written content, will be produced by Marie Claire International editorial teams and published across both partners’ online and social platforms and the title's print editions in the three markets.
The campaign will kick off with a series of teasers in early March, before following five female motorcyclists (who call themselves L'équipée) as they spend three weeks travelling across Brazil to find out what beauty means in today’s changing world.
Laurence Hembert, executive director, Marie Claire International Editions, called the campaign a "true editorial project" which will see both partners bring their "unique and rich expertise to the table".
"Drawing strength from Marie Claire’s long-standing experience in initiating global projects and from Marie Claire’s ability to reach and engage a truly international audience of women, we are now taking the next step in creating editorial multi-media content on a global level," he added.
A Marie Claire journalist and videographer will follow the women as they tour the country and the partnership will culminate with an editorial story of the journey supported by Dove advertising in print editions of Marie Claire Brazil, UK and USA.
The Road to Beauty project was brokered by Edelman with media buying negotiated by Mindshare in the UK and US, and with Initiative in Brazil. The content production company is Woow Your Life.
Last month Time Inc-owned Marie Claire announced a new beauty retail offering in partnership with Speciality Stores, part of the Ocado Group.