Dove flyposts Reddit reviews (good and bad) across NY

Dove has built a national campaign for its Intensive Repair mask from unfiltered Reddit reviews, putting real consumer voices at the centre of the work.

 r/eal reviews lifts comments from redditors who agreed to have their posts shared, publishing the first 50 verbatim.

The result is a campaign that includes praise, critique and everything in between, underscoring Dove’s confidence in what it calls 2025’s most awarded hair repair mask.

“Real beauty means real experiences, and that includes hearing what people actually think,” said Emily Barfoot, Head of Dove North America Hair and Skincare.

“We trust our products enough that we were willing to take this chance.”

In partnership with Reddit, Dove preserved user anonymity by masking participants with their Snoo avatars, translating digital identities into creative assets across film, out-of-home, social and live streaming placements.

The campaign launched with a pop-up takeover of Flatiron Plaza in New York, where oversized, unedited reviews sit alongside product sampling. By turning candid online dialogue into public creative, Dove reframes transparency as media strategy.

Advertising COOH Health & Beauty