SJC’s media brands have been part of the daily lives of Canadians for generations, and our archives are a living history of the trends that have shaped the country. So, in support of Dove’s new #UnseenBeauty campaign, we turned the lens on ourselves.
Our branded content team created two immersive digital destinations that delve into the Chatelaine and FASHION archives from the Y2K era, using our own content as a springboard to honest conversations about how beauty standards have impacted women and evolved over time.
Woven together with vintage images, nostalgic design and smart commentary, the Chatelaine and FASHION digital experiences offer an authentic look at our past, both the problematic and the progressive
Included are videos of our editors-in-chief, Liz Guber for FASHION and Maureen Halushak for Chatelaine, capturing their reactions as they flip through thir brand's glossy pages from a bygone era.
Dove’s #UnseenBeauty campaign celebrates women while recognizing the harm of early 2000s toxicity, creating a space where women can rewrite the harmful narrative and rebuild their body confidence. The brand also launched its first-ever body confidence toolkit for women via its award-winning Dove Self-Esteem Project. You’ll find a Confidence Journal, The Real Beauty Talks video series and workbook, and the enlightening Why2K? Podcast playlist, created with tips for building self-esteem.
How women can take part
Reclaim your narrative around unrealistic Y2K beauty standards! Dove encourages millennial women to upload an early 2000s photo of themselves using #UnseenBeauty to look at their childhood selves in a gentler light.
Create authentic connections with your brand
The partnership with Dove demonstrates how SJC leverages the trust and legacy of our iconic media brands to create resonant, meaningful branded content. We don't just place your message; we weave it into the cultural fabric of Canada.
If you’re looking to create content that inspires, engages, and earns a place in the lives of your customers, get in touch with our branded content team. We're ready to start brainstorming how to tell your story to millions of engaged Canadians.
