Personal care brand Dove has launched its first creator-focused campaign, which challenges the “pressure for perfection” on social media.

Titled, ‘ShareTheFirst’, the work will be rolled out across 10 markets globally. It is rooted in the insights from the brand, which showed that nine in ten women take up to 50 photos before posting one.

It was created using only creator content, with no added studio setups, talent or production.

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The personal care firm partnered with body confidence influencer Lucy Reeves to craft its brief.

Dove has also unveiled an out-of-home takeover of London’s Liverpool Street Station, showcasing three creators: @raniamvr, @naomi.native and @_meaganwells.

The out-of-home creative mimics a phone’s camera roll, showing rows of edited images before revealing the original, unedited image.