Beauty brand Dove visited Leicestershire Fire & Rescue Service to surprise its female firefighters, turning them into colour confident women as part of an exciting new nationwide campaign. FIRE reports on the ‘transformation’.

By starring in a new short film which you can see below, Dove offered Leicester’s local heroes the chance to ditch their everyday uniforms for an exclusive colour-filled experience most women would dream of.

Their starring roles come as Dove launches its ‘Little Colourful Dress Campaign’ which aims to inspire women to ditch their Little Black Dresses and instead embrace colour with confidence this summer.

Research conducted by OnePoll among 2,000 British women found that a third of ladies in Leicester admitted to wearing black, white or grey colours every day, despite them saying that “colour makes them feel more confident”.

Dove presented LFRS firefighters Velma, Jo, Emma and Angela with an exclusive ticket to Ladies Day at Ascot, and their ultimate Little Colourful Dress to wear to the event. Contrary to the role of female firefighters within the community, the women say they spend their working hours in “drab overalls with little room for expressing personality or femininity”.

Emma said: “It’s predominantly a male-dominated job – it is part and parcel of being a firefighter to dress quite manly for work and you strip away your femininity. It would be nice to wear a bit more colour rather than manly navy blue”, later adding “If you wear colour it gives you more confidence”.

Leicester dove pic 2When asked about the emotive power of colour, Jo added: “When you are wearing all navy, it’s a little bit gloomy and you can’t express yourself. I think wearing one colour all the time probably does affect your mood”.

The Little Colourful Dress campaign has been launched to celebrate Dove Invisible Dry deodorant, a range of deodorants proven to leave no white marks on a remarkable 100 colours.

Speaking of the campaign, Dove Brand Manager Tom Stone said: “We’re honoured to have these amazing ladies, and local heroes, from Leicestershire Fire and Rescue service star in our Dove Invisible Dry campaign. Their long hours and tireless dedication are humbling, and we were delighted to inject some colour into their day with our surprise visit.”

To find out more check out @DoveUK and the #100colours on Twitter.