Dove, who has just won the Glass Grand Prix in Cannes Lions 2025 for its “Real Beauty” brand platform, has been challenging the standards of beauty from an honest and empathic perspective. On this occasion he does it from an intimate place, such as The armpitsand together with the Spanish platform Malasmadres in a project co-created with its community and orchestrated from a media strategy developed by Havas.

The initiative starts from the premise that, for years, Malasmadres has reduced the production of Sleeve shirts because most of its consumers expressed discomfort by showing their arms and armpits. The reason? Hair, hyperpigmentation, scars, shape or simply the perception that this part of the body should be hidden.

Under this context, Dove and Malasmadres They have decided to launch A sleeveless shirt With a positive message about the body as a symbolic gesture of freedom. It has been selected from the different proposals arising from the Malasmadres community when asked about the message they would like to wear in the shirt. An action that has become a social experiment and a collective conversation on social networks, demonstrating that brands can occupy a relevant place in sensitive conversations if they do it from the Active listeningrespect for real experiences and an empathic approach.

For the Malasmadres Club, this project represents an evolution in its way of connecting with women: “We have received messages from women who do not dare to go to the beach, who avoid the mirror or feel frustrated for not recognizing their body. It was urgent to open this conversation. And doing it with Dove has been key to amplify our message,”explains Laura Baena, founder of the Malasmadres Club.

Since 2004 Dove promotes bodily trust and self -esteem Of the young women through the “self -esteem project” which, as explained by the Marketing team of Dove Spain, has reached more than 94 million girls and boys worldwide with campaigns show all kinds of women representing real and inclusive beauty without distorting or retouncing the images.

For Mireia Martí, Brand & Media Alliances Partner in Havas Play “This has been a clear example of how the strategy can and should respond to real purposes. Authenticity is currently not an option, but a requirement, projects such as this marks the path to more human advertising, more connected and, above all, more transformative.”

Under the concept of #Bellezasinfiltros Havas Play and Havas International have designed a media environment that made the message arise from the community. Malasmadres, known for having Laura Baena in the lead and having a very active participation and committed to the messages that matter to women. Hence, an approach has been adopted Social-Firs as a narrative starting point.

The initiative will include the launch of a video-podcast with Tania Llasera and the psychologist María Slazpez that will be available from June 30 on Spotify and the YouTube channel of Malasmadres. As a closure, the community will be invited to participate in a collective collage that will collect the learning shared throughout the project by women from all over Spain who are expressing their reasons to cover or discover themselves and their link with a garment as apparently simple as A sleeveless shirt.

The Benefits of Sale of T -shirts They will be allocated entirely to finance hours of free psychological care through the phone I take care of myself, driven by the association I did not give up. An action that seeks to connect the campaign message with a real impact on the emotional care of women.

More info.: Real malamadre without filters