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Withered or Wonderful? That is what you are asked by Dove’s Campaign for Real Beauty. I have to admit, this campaign got my attention. The premise of the campaign is redefining and creating a more realistic image of beauty in our society, one that reflects more women. I admire this effort and support it. However, I am embarassed to admit that it forced me to face some ugly truths about myself.
After seeing the billboards for this campaign I realized how programmed I am to view beauty in a certain way. Even knowing that this standard of beauty is impossible for most women to live up to (including myself) I felt uncomfortable when faced with the questions posed in the ads – can someone who is wrinkled be beautiful? How about a woman who is bald or overweight? I was horrified that my initial reaction was, I don’t know.
In my every day life I accept beauty in many forms but I struggled with these images as a representation of beauty in an ad. I want this to change. Not only for myself and society as a whole but for my daughter. I don’t want her to feel that she is less worthy if she can’t meet these impossible standards.
Dove has just launched a new AD as part of this campaign geared to young girls with a self-esteem message everyone can all relate to. I LOVE this ad. I actually cried the first time I saw it. Not only does it remind me of my own insecurities growing up but it makes my desire to change that for my daughter that much stronger. It also helps that Dove is putting their money where their mouth is by creating the Dove Self-Esteem Fund which raises money and awareness of this issue.
I feel good about the message in these ads and the steps being taken both publicly and personally to change this warped perception of beauty. Press the Comments button below to share your thoughts or email me with ideas.
Jen
I wonder if the rabbits Unilever tests on have made peace with the men in labcoats who repeatedly stab their eyeballs full of soap?
Jasmine, I love the issues you address!
As a marketer, I totally agree with you. I don’t think we should all go out and buy Dove because of the campaign – although I do like some of their products. As a woman, I am happy to see “real” women and the issue of self-esteem in the forefront.
I think most consumers are legitamtely suspiscious of advertising. My feeling is, let’s take the message into our own hands and recommend products based on performance, innovation, and social responsibility.
Although I agree that the Dove campaign is self-serving, at a basic level the message resonates with me. It is a small step in the right direction.
Keep the comments coming!
Jen
Hi Fellow readers
WELL, I have a lot to say on this one, without dismissing the original post entirely (fot at the very least Dove is putting some money toward something that may help someone) I would have to say that Dove is actually guilty of a sneakier, more manipulative form of advertising than the public is used to.
Here’s how i see it: Dove is in the business of selling beauty products. Dove wishes to make a massive profit in a diluted and over-exposed industry geared toward women. Dove needs to stand out. How will Dove do this?
My suspicion is that instead of trying to convince women they are worthless and less than whole without product X and Y–they do the opposite in an attempt to distinquish themselves in the sea of consumerism–they can do this by boosting women’s esteem and through a call to ‘celebrate’ (gag) humanity’s uniqueness and ……ALL BUY DOVE! Do you see where this is going? Dove markerters aren’t stupid; they know deep down we all have insecurities and there is plenty of advertising that will remind us on a daily basis as to what these should be. Dove is creating a ‘feel good’ rappot with their customers, because, think about it, if Dove’s message really hit home and made a difference to each of us we would never spend the extra $1.00 on their ‘gentle’ soap, hair products and whatever other product we “shouldn’t really need because we are already beautiful'” arsonol. Don’t think for a minute that Dove really wants you to think you are beautiful….they are in the beauty product market after all. They want profit, and they want your attention. Jen’s reaction is exactly what they are hoping for b/c now Dove products have a nostalgia or some emotion attached to their lable -a dimension that clearly sells….
Wow! I too am crying. I think I can honestly say without a doubt that is the best commercial I have ever seen. Like you, it touched me in many ways starting with my own memories of myself at that age. But what hit me the most is the sadness I felt thinking those wonderful, beautiful young girls were not happy with themselves. This is not new for girls but the commercial presents it in a personal and familiar manner that made me want to do something for each of those girls. And I think the key starting point is what we do to change those thoughts for ourselves and those around us. Appreciating our own beauty and yes, differences. This commercial actually reminded me of a book I read that was based in South Africa written from a young boys perspective and discussed the challenge with prejudices he saw around him. We may think of that issue as more “cultural” prejudices but it all stems from our societies difficulty appreciating differences – in both others and ourselves as the Dove commercial points out. Here is a quote from the book “The Power of One” that articulates these thoughts that are far from new but seem to be challenging to live by; “The tragedy of the human condition is that the very things that make us interesting and culturally important and progressivley brilliant are our differences; and these are also the principle reasons for our prejudices”. Today I am going to start “making peace with beauty”.