In Japanese society, women are often expected to speak in high-pitched, cute voices. This social norm has long suppressed and overlooked the beauty of low-toned female voices.

To challenge this bias, Dove partnered with TV Asahi to have sponsors introduced not by high voices, but by women with lower voices—showing the beauty and value of low female voices across various fields. “Let Lower Louder” — so their voices can be heard, and truly resonate.