Tuesday

Dove Against Fake Beaty.

Making a product or brand successful is not following the competition, but being unique and choosing your own path. A brand that does this very well is Dove. In 2004 Dove started a campaign called: Campaign for real beauty. In this campaign they try to reset the image of what the industry believes us to be beautiful and focus on the bigger group of people who do not fit in to that category.

Dove makes a clear statement towards these people. Do not try to change, because you are already beautiful in your own way. This is a daring thing to do, living in a world of plastic surgery and a longing to be as beautiful as the people in the ads. Dove try’s to tell people that the image set by the beauty industry is a fake one.

The commercial where they show how an average model turns in to a supermodel by make up and Photoshop has done well and has opened a discussion about true beauty. Media is a very strong and convincing way to get people to listen to you. It is a shame that these ads still assure great sales numbers, when there are many girls getting low self esteem often followed by anorexia or even plastic surgery by watching these commercials

The question of course still is; Do we want to see beautiful women in commercials. Men will often say yes, but men are not the target group of these commercials. Women are and where some women idolise them, many women get low self esteem and will buy the products just to make them feel better.

The latest commercial Dove has made features a young girl and the changes the industry can make to her when she grows up. The slogan is: Talk to your daughter before the beauty industry does.

No comments: