Dove redefined the concept of New Year’s resolutions through its campaign “#NewYearsUnresolution.” In its ongoing mission to boost customers’ self-esteem, the brand encouraged women to move away from resolutions rooted in unrealistic beauty standards and instead focus on healthier, more meaningful goals. The campaign featured women writing down resolutions tied to unattainable beauty ideals, such as “the perfect hourglass shape,” “getting rid of eye bags,” and “being wrinkle-free,” on sticky notes. These notes were then ripped apart, symbolizing a break from societal pressures. Delivered across TikTok, YouTube, and OOH screens throughout the UK, the campaign carried a powerful message: women should focus on goals centered around activities they genuinely enjoy and personal achievements, rather than appearance-based objectives. At the same time, Dove encouraged women to rediscover their unique beauty and build self- esteem.