Dove is launching a new scripted series, in a bid to boost girls' body confidence.
The personal care giant has teamed up with media company ATTN as part of its ongoing ‘Dove Self-Esteem Project,' to launch "Girls Room," a new five-episode series that deals with the "pain and power" of female adolescence.
Narrated by Emmy-award winning writer, producer and actor Lena Waithe, "Girls Room" is filmed from the perspective of five female best friends facing the challenges of growing up in a connected world that includes social media. The show follows the characters -- Melba, Minnie, Thelma, Gloria and Carlotta -- from the school bathroom to their home bathrooms, where they are seen processing issues such as the pressures of social media, bullying or dealing with body dissatisfaction.
"Growing up can be such a discordant experience -- you can spend one moment feeling like you can conquer the world and the next full of self-doubt throughout this journey to define who you are every day," said Waithe, in a statement. "Girls are facing very real issues that influence how they see themselves in the world, but what I hope comes through in 'Girls Room' is that we have the power to lift each other up and encourage one another to feel freedom in being ourselves."
"By setting the series in the bathroom, otherwise known as the 'Girls Room', we showcase a key space in female development where young girls chat, interact with their friends, see themselves in the mirror and weigh themselves," added Sophie Galvani, Global Dove Vice President. "It is where our body confidence can be made or broken."
The series' content was co-created by Waithe and the creative agency BBH, with the help of academic experts from the Centre of Appearance Research at the University of the West of England. The entire series has also been optimized for viewing on mobile devices, to cater to the viewing habits of young audiences.
The series will air this week on ATTN:'s IGTV. Visit Dove.com/selfesteem for more information about the Dove Self-Esteem Project.