As the champion of promoting confidence among women, Dove has once again spread its message with its latest “When You’re Smiling” activation. Setting up up a “magic mirror” fit for a movie star where people could walk up and and look at their reflection. Consumers were asked, “When did you last smile to yourself in the mirror?” to drive engagement, before reminding each person that beauty is simply a reflection. Once a person’s smile was big enough, a camera staged behind the two-way mirror took and revealed to the user a picture of their reflection. In a world where women are increasingly struggling to reach impossible beauty standards, Dove continues to generate creative, engaging campaigns while remaining true to their mission. To watch the campaign in action, go here.