The Dove Campaign for Real Beauty
The main mission:
“to create a world where beauty is a source of confidence and not anxiety ("Real Beauty Sketches - Dove").”
“to create a world where beauty is a source of confidence and not anxiety ("Real Beauty Sketches - Dove").”
The
campaign was born in 2004 and as the impulse for its launch was the marketing
study where was found that only 2% of women consider themselves as beautiful.
Therefore, the authors wanted to create a general definition of what beauty is.
The aim was to disprove the beauty stereotypes and show that every woman is beautiful
in their own way. The Dove Campaign organized many discussions where was debated
about real beauty and women mutually increased their self-confidence.
The same
year, creators devised the advertisements, which later have become popular all
over the world. The commercial has always displayed a single woman who is not
considered as a classic representation of beauty, often has flaws, and we are
invited to decide; to judge:
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| Picture3. Digital image. Dove - Global Campaign. N.p., n.d. Web. 11 May 2014. |
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In 2005 was created the advertisement which depicts six real women in their underwear. Photographs were not digitally improved, thus all the women are portrayed in their natural beauty, as they were born. The authors emphasize the celebration of the cult of a healthy body, and point to the fact that unhealthily thin women should not be considered as the ideal of beauty.
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In 2007,
Dove comes with another breakthrough campaign – they started to focus on older
women, 50 +. The commercials celebrate their maturity and through billboards
and videos the creators reveal the merciless fact due to these women’s age, these
ladies are automatically considered insufficiently beautiful. The ironic motto
"To old to be in an anti-aging ad" just underscores the absurdity of our
society and celebrate the charm of wrinkles and gray hair.
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| "To old to be in an anti-aging ad" The Beauty of Dove. Digital image. Ambivalence and Entropy: The Makings of My Mind. N.p., 23 Jan. 2013. Web. 11 May 2014.
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In 2011,
the marketing research was conducted again and the results appear to be better –
4% of women consider themselves as beautiful. It is hard to say if Dove was the
main reason why the results were like this, but at least, the campaign has certainly
a little share ("The Dove® Campaign for Real Beauty").
The newest
action of this campaign was a video where several women are invited to the some
atelier and they are asked to describe themselves. The descriptions are captured
by the painter who can only hear their voice. Then women leave. After that,
another person comes to the atelier and he or she is asked to describe the
previous woman. Finally, you can see both paintings - by the description of
woman and by the description on the stranger – you can how different they are,
how women are so critical to themselves, how other people perceive us.
Doveunitedstates. "Dove Real Beauty Sketches." Youtube. Youtube. 14 Apr. 2013. Web. 11 May 2014.
I think that the whole campaign has a beautiful message to all women “you are more beautiful than you think” and it is up to us if we want to perceive it as a great marketing strategy or the simple way how to increase our self-esteem.
I am for the second one.
Sources:
Sources:
"The Dove® Campaign for Real Beauty."The Dove® Campaign for Real Beauty.N.p., n.d. Web. 10 May 2014.
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