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Dove Campaign For Real Beauty
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Published: March 14, 2007
A responsible marketer has finally found a way to use the advertising budget to deliver a global message to improve society and turn a profit. Ironically, the company is not Green Peace or a traditionally grassroots company. Instead, it's beauty company giant Dove who is leading this initiative.
Dove is seeking to change the definition of beauty and instill self confidence in women via a groundbreaking multi-media advertising campaign called the Campaign for Real Beauty. Dove is striving to create real change in today's society through thought provoking advertisements featuring real women young and old, local forums, and Self-Esteem funds.
What provoked this radical new campaign? It all began with a 2004 world wide study about the definition of beauty and its impact on women. Thousands of women from a variety of countries, cultures, ages, and ethnicities were polled about their self perception of beauty. Only 2% considered themselves beautiful. Dove wanted to challenge and ultimately create a change in popular culture and mass media. Thus, the Campaign for Real Beauty was born.
Dove has accomplished a lot over the last three years. In June 2005, Dove featured six real women with real bodies - imperfections and all - in national television, magazine advertising, interactive billboards, and bus and train ads in high-traffic locations in major cities. These normal, non-model women posed proudly in their underwear.
Dove created this advertisement of six real women as beautiful with the purpose of challenging women's idea of beauty. Viewers of these ads were asked whether the models displayed were: fat or fab, wrinkled or wonderful, gray or gorgeous. The overwhelming reaction to this advertising campaign was both positive and negative. Most women felt that they related to the women in the advertisement and that it was about time someone challenged the existing, impossible standard of beauty. Some men found the advertisements offensive.
The Campaign for Real Beauty's website,Campaignforrealtbeauty.com, was flooded with discussions, opinions, and votes on questions. Dove initiated panel discussions involving women's group leaders, former CEO of the E! Entertainment Television, Vice President of Oxygen Media and other beauty industry leaders. A grassroots level panel discussion followed with a not-for-profit women's ethical leadership educational organization.
The valuable debate helped create initiatives like the Self-Esteem Fund as part of the overarching Campaign for Real Beauty. The money is used to raise awareness with issues of beauty and body-related self-esteem in young girls and women. The touching advertisements feature young girls of all different backgrounds and what they do not like about themselves: freckles, eyes, hair color and body size. Then the central message “Every little girl deserves to feel beautiful just the way they are,” appears, which is the central focus of the Self-Esteem Fund.
Uniquely ME! is a program born of this fund between Dove, the Unilever Foundation, and the Girl Scouts of the USA. The mission of the program is to build self-confidence. The Dove Self-Esteem Fund also supports other programs in the United Kingdom and Canada like BodyTalk, which is an educational program for schools.
Dove's next advertisement in the Real Beauty Campaign featured one size fits all hair television advertising. This advertisement demonstrated how ridiculous a group of diverse women would look if they all had the stereotypically beautiful long blonde hair. In the end, they take off their blonde wigs to reveal beautiful hair that is short, long, brown, red, blonde, black, curly, straight, wavy, and everything in between. The advertisement had a touch of humor and a heavy hitting message: Natural is beautiful.
The newest Dove product line is called Pro-age. Pro-age hair and skin products are designed for women in their later years. Pro-age products are especially for skin and hair issues that arise as a result of menopause. Does this sound like anti-aging products? Dove is clear that Pro-age products are distinctive in that they nourish hair and skin issues rather than disguise them. Most women say these Pro-age advertisements are identifiable, empowering ,and a long time overdue.
Changing the definition of beauty cannot be done in one advertisement. Dove understands this and is using every media outlet and opportunity to involve communities in honest discussions about popular culture and society. There is a reason that the Campaign for Real Beauty has lasted three years. The public is intrigued, for beauty has no age limit.
Sources:
CampaignforRealBeauty. 2007. Unilver. 9 Mar. 2007 <http://www.campaignforrealbeauty.com/>.
Beauty Becomes of Age. Dove. 2007. Unilever. 9 Mar. 2007<http://www.campaignforrealbeauty.com/flat4 .asp?id=7137>.
Real Women Bare Real Curves. Dove. 23 June. 2005. 9 Mar. 2007 <http://www.campaignforrealbeauty.com/press.asp ?id=4563&length=short§ion=news>.
Pro-age. Dove. 2007. Unilever. 9 Mar. 2007 <http://www.doveproage.com/home.asp>.
Dove is seeking to change the definition of beauty and instill self confidence in women via a groundbreaking multi-media advertising campaign called the Campaign for Real Beauty. Dove is striving to create real change in today's society through thought provoking advertisements featuring real women young and old, local forums, and Self-Esteem funds.
What provoked this radical new campaign? It all began with a 2004 world wide study about the definition of beauty and its impact on women. Thousands of women from a variety of countries, cultures, ages, and ethnicities were polled about their self perception of beauty. Only 2% considered themselves beautiful. Dove wanted to challenge and ultimately create a change in popular culture and mass media. Thus, the Campaign for Real Beauty was born.
Dove has accomplished a lot over the last three years. In June 2005, Dove featured six real women with real bodies - imperfections and all - in national television, magazine advertising, interactive billboards, and bus and train ads in high-traffic locations in major cities. These normal, non-model women posed proudly in their underwear.
Dove created this advertisement of six real women as beautiful with the purpose of challenging women's idea of beauty. Viewers of these ads were asked whether the models displayed were: fat or fab, wrinkled or wonderful, gray or gorgeous. The overwhelming reaction to this advertising campaign was both positive and negative. Most women felt that they related to the women in the advertisement and that it was about time someone challenged the existing, impossible standard of beauty. Some men found the advertisements offensive.
The Campaign for Real Beauty's website,Campaignforrealtbeauty.com, was flooded with discussions, opinions, and votes on questions. Dove initiated panel discussions involving women's group leaders, former CEO of the E! Entertainment Television, Vice President of Oxygen Media and other beauty industry leaders. A grassroots level panel discussion followed with a not-for-profit women's ethical leadership educational organization.
The valuable debate helped create initiatives like the Self-Esteem Fund as part of the overarching Campaign for Real Beauty. The money is used to raise awareness with issues of beauty and body-related self-esteem in young girls and women. The touching advertisements feature young girls of all different backgrounds and what they do not like about themselves: freckles, eyes, hair color and body size. Then the central message “Every little girl deserves to feel beautiful just the way they are,” appears, which is the central focus of the Self-Esteem Fund.
Uniquely ME! is a program born of this fund between Dove, the Unilever Foundation, and the Girl Scouts of the USA. The mission of the program is to build self-confidence. The Dove Self-Esteem Fund also supports other programs in the United Kingdom and Canada like BodyTalk, which is an educational program for schools.
Dove's next advertisement in the Real Beauty Campaign featured one size fits all hair television advertising. This advertisement demonstrated how ridiculous a group of diverse women would look if they all had the stereotypically beautiful long blonde hair. In the end, they take off their blonde wigs to reveal beautiful hair that is short, long, brown, red, blonde, black, curly, straight, wavy, and everything in between. The advertisement had a touch of humor and a heavy hitting message: Natural is beautiful.
The newest Dove product line is called Pro-age. Pro-age hair and skin products are designed for women in their later years. Pro-age products are especially for skin and hair issues that arise as a result of menopause. Does this sound like anti-aging products? Dove is clear that Pro-age products are distinctive in that they nourish hair and skin issues rather than disguise them. Most women say these Pro-age advertisements are identifiable, empowering ,and a long time overdue.
Changing the definition of beauty cannot be done in one advertisement. Dove understands this and is using every media outlet and opportunity to involve communities in honest discussions about popular culture and society. There is a reason that the Campaign for Real Beauty has lasted three years. The public is intrigued, for beauty has no age limit.
Sources:
CampaignforRealBeauty. 2007. Unilver. 9 Mar. 2007 <http://www.campaignforrealbeauty.com/>.
Beauty Becomes of Age. Dove. 2007. Unilever. 9 Mar. 2007<http://www.campaignforrealbeauty.com/flat4 .asp?id=7137>.
Real Women Bare Real Curves. Dove. 23 June. 2005. 9 Mar. 2007 <http://www.campaignforrealbeauty.com/press.asp ?id=4563&length=short§ion=news>.
Pro-age. Dove. 2007. Unilever. 9 Mar. 2007 <http://www.doveproage.com/home.asp>.
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