Dove wanted to treat its latest Real Beauty Productions film like a big movie production, so it secured the cover of Entertainment Weekly—a peel-off cover, that is.

“Readers love anything new and exciting and to be the first ones sharing it and talking about it,” said Ellie Duque, svp and publisher of EW.

The advertisement will be virtual-reality enabled, so once readers download the Life VR app, they can scan the cover and watch the film, which is directed by Debbie Allen.

“It’s the first time we’ve done something like this,” said Dove marketing director Amy Stepanian.

The film, “An Hour With Her,” features two women, Chelsea and Caralyn, who talk about self-esteem in the face of bullying.

Bullying caused depression and anxiety for Chelsea, now an actress, who found comfort in the Dove Self-Esteem Project.

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