This article presents an analysis of Dove’s campaign for Real Beauty and its implications on the broader marketing and advertising world. In 1957, Unilever ushered in the Dove brand, marking a significant milestone in the world of skincare. Dove made its debut as a cleansing bar soap, distinguished by its unique composition that prioritized gentle cleansing and moisturization. As time progressed, Dove underwent a metamorphosis, evolving into what we now know as the beauty bar. This iteration not only retained its gentle cleansing attributes but also presented an enticing promise: the assurance of well-moisturized skin for women.
The 1970s saw Dove ascend to remarkable popularity as word of its efficacy spread. The brand’s expansion, fueled by its burgeoning success, was a natural progression, eventually transcending national boundaries and establishing a presence in over 80 countries by 1996.
The late 20th century and the early 21st century marked an era of expansion and diversification for Dove. Between 1995 and 2001, Unilever steered Dove into a broader spectrum of products, encompassing moisturizers, face creams, deodorants, shower gels, shampoos, conditioners, and a comprehensive assortment of beauty and personal care items.
What truly set Dove apart were its distinguishing characteristics and attributes. The brand employed a visual language characterized by soft, soothing colors, conveying a message of rejuvenation and relaxation. This aesthetic alignment suggested a gentler, more nurturing effect on the skin. Moreover, Dove’s hallmark was its remarkable ability to provide intense moisture, particularly beneficial for individuals grappling with dry skin.
With a primary target audience of women, Dove’s logo and accompanying tagline were designed to project an aura of gentleness and sophistication. These elements contributed to the brand’s identity as more than just a beauty product; Dove stood as a symbol of indulgent self-care, underscoring its commitment to enhancing personal well-being.
Background to Dove Beauty Campaign
In 2004, the Dove Brand embarked on a significant endeavor, commissioning a comprehensive report entitled “The Real Truth About Beauty: A Global Report – Findings of the Global Study on Women, Beauty and Well-Being.” This initiative was prompted by a growing concern that prevailing portrayals of female beauty within popular culture were perpetuating a notion of beauty that was not only artificial but also unattainable for most women.
Recognizing the potential consequences of this trend, Dove’s underlying hypothesis was that such representations hindered women from recognizing and appreciating their own inherent beauty. Furthermore, in a society where women’s worth is often heavily weighed against their physical appearance, these unrealistic standards had the potential to exert a detrimental influence on women’s self-esteem, overall happiness, and overall well-being.
To delve deeper into this complex issue, Dove engaged the expertise of esteemed researchers from institutions of global repute, including Harvard University, the London School of Economics, and StrategyOne. The primary objective was to conduct an extensive exploration of the relationship women maintained with the concept of beauty. This entailed gaining insights into how women personally defined beauty, assessing the levels of satisfaction women experienced regarding their own beauty, and comprehending the profound impact that societal beauty norms wielded on the well-being of women as a whole.
In essence, this pivotal campaign sought to uncover the authentic truth about beauty, dismantling prevalent stereotypes and fostering a more genuine and inclusive understanding of beauty that resonated with women on a global scale.
The findings of this comprehensive study drew from in-depth interviews conducted with a substantial sample of 3,200 women spanning the age spectrum from 18 to 64. Regrettably, the results painted a rather disheartening picture on a global scale. It was revealed that a mere 12% of women worldwide expressed contentment with their physical appearance. Intriguingly, no participant described themselves as “gorgeous,” a mere 1% employed the term “stunning” to characterize their appearance, and a modest 2% used the descriptor “beautiful.”
However, amid this disheartening backdrop, a resounding call for a more expansive and inclusive definition of beauty emerged. A substantial 68% of participants wholeheartedly concurred that the media propagated an unrealistic beauty standard. Furthermore, a striking 75% of respondents expressed a fervent desire for the media to do a more commendable job in portraying the diverse spectrum of women’s physical attractiveness, encompassing aspects such as size, shape, and age.
Significantly, the study unveiled a profound shift in the perception of beauty. It illuminated that true beauty extended far beyond the confines of mere physical appearance. Instead, it encompassed qualities such as happiness, kindness, wisdom, dignity, love, authenticity, and self-realization. These attributes formed an integral part of the evolving understanding of beauty in the eyes of women.
In light of these transformative insights, the Dove management team discerned a remarkable opportunity. At that juncture, they were in the process of introducing a new line of beauty products. Armed with the knowledge gleaned from this groundbreaking study, Dove recognized the potential to align its offerings with the emerging paradigm of beauty—one that embraced diversity, authenticity, and a holistic appreciation of women’s multifaceted identities.
Analysis of the Real Beauty Campaign
The Real Beauty Campaign, meticulously crafted by Ogilvy and Mather, was an innovative approach to consumer engagement, positioning Dove as more than just a beauty brand – it was a brand deeply attuned to the needs of its consumers. This transformative campaign set out to revolutionize the way people perceived beauty by embracing authenticity and connecting with everyday individuals.
Dove’s strategic shift was evident in its choice to feature real women in its advertisements, steering away from the conventional portrayal of idealized beauty. By showcasing ordinary women, Dove not only bolstered self-confidence but also underscored its commitment to offering products that were not only effective but also accessible and affordable for women from all walks of life. This approach sent a powerful message: Dove wasn’t just for a select few; it was for real women who sought genuine care for their skin.
Philippe Harousseau, the astute marketing manager at Dove, eloquently articulated the campaign’s mission. He highlighted that the essence of the Dove campaign was to challenge the prevailing stereotypes of beauty, ones that typically revolved around youth, height, and blond hair. Instead, Dove aimed to reshape the narrative by celebrating the unique beauty of every woman, emphasizing the intrinsic beauty that resides within each individual. In essence, the Real Beauty Campaign transcended the confines of traditional beauty standards, championing a more inclusive and authentic definition of beauty for all.
In the year 2004, Dove initiated the inaugural phase of a groundbreaking campaign aimed at addressing the issues illuminated by their exhaustive global research. This campaign represented a profound departure from the traditional practices of the beauty industry. Rather than relying on professional models, Dove took a bold step toward authentic representation by featuring women whose appearances defied conventional beauty norms.
Dove’s pioneering approach involved sourcing women from the fabric of everyday life, plucking them from the bustling sidewalks of cities, whether it be at coffee shops, bookstores, or grocery stores, rather than the glamorized runways of the fashion world. These women, who graced the print advertisements, spanned a remarkable age range, from as youthful as 22 to as gracefully seasoned as 96. Furthermore, they embodied a diverse array of body sizes, ranging from size 6 to size 12, thus breaking free from the confinements of the limited beauty standards.
To capture the authenticity of these portrayals, Dove enlisted the esteemed fashion photographer David Rankin. An integral facet of the campaign’s authenticity was Dove’s unwavering commitment to preserving the unaltered essence of the featured women. This meant that none of the campaign images underwent any form of digital airbrushing or retouching. This resolute stance was aimed at reflecting the true, unadulterated beauty of the women who took part.
The campaign’s reach extended far and wide, gracing billboards and bus stops in major urban centers such as New York, Chicago, Washington, D.C., Los Angeles, and other prominent markets. It posed thought-provoking questions to viewers, inviting them to participate in an online dialogue by casting their votes on the featured models: “Fat or fab?,” “Wrinkled or wonderful?,” “Grey or gorgeous?,” and “Freckled or flawless?”. This engagement fostered a dialogue challenging established beauty norms and encouraging a more inclusive and appreciative perspective on diverse forms of beauty.
In 2005, Dove embarked on the second phase of their groundbreaking campaign, which would go on to become iconic. This phase featured six women who proudly flaunted what the campaign dubbed as “real bodies with real curves.” The central mission of this phase was a direct challenge to the prevailing stereotype that equated beauty exclusively with thinness.
The advertisements in this phase served a dual purpose. While celebrating and empowering women of all body types, they also served as a promotional platform for Dove’s firming lotion. By showcasing women with diverse body shapes and sizes, Dove aimed to disrupt the entrenched belief that only slender figures were beautiful, championing the idea that beauty transcended narrow conventions.
This phase of the campaign not only left an indelible mark on the world of advertising but also made a profound statement about redefining beauty standards, promoting self-confidence, and fostering a sense of inclusivity that resonated with countless individuals.
In response to the 2006 decision by Spain to ban overly-skinny models from runway shows, Dove took a significant step forward by expanding its ongoing campaign. This expansion involved the creation of three notable video advertisements: “Evolution,” “Onslaught,” and “Amy,” each serving as a poignant narrative within the overarching campaign.
“Evolution” is a powerful video that delves into the inner workings of the beauty industry and its relentless pursuit of transforming women’s appearances into an idealized and unattainable standard for publication. The video unfolds with a woman entering the frame, taking a seat on a stool, while a disembodied male voice issues commands to a crew. The screen momentarily fades to black before displaying the words “a Dove film,” followed by “evolution.”
As the woman reappears on the screen, a flurry of activity commences around her, with hairstylists and makeup artists converging to work their magic. The soundtrack swells, lending an emotional depth to the viewer’s experience as these artists rapidly transform an everyday-looking blonde woman into an ethereal creation, loaded with makeup and hairspray. Through the magic of time-lapse photography, what likely took over an hour unfolds in mere seconds.
Following this transformation, the woman steps in front of a photographer’s camera, marked by the flashing lights, and a photo is selected for further editing. Here, the video takes a thought-provoking turn as the image undergoes a series of alterations within photo editing software. The woman’s neck is elongated, her hair expanded, and her eyes enlarged, among a host of other minute adjustments that defy the bounds of physical possibility.
As the camera zooms out, it becomes apparent that the manipulated image now adorns a billboard overlooking a bustling street. It’s at this point that the words “No wonder our perception of beauty is distorted” appear on screen, leaving a lasting impact. The video concludes with the Dove self-esteem fund logo, highlighting the campaign’s commitment to informing viewers about Dove’s advocacy and its stance against the widespread use of cosmetics and technology to mold women into unrealistic ideals.
“Evolution” effectively underscores the distortion of beauty standards through the artifice of cosmetic enhancement and digital manipulation, providing a striking commentary on the detrimental impact this has on women’s self-perception. Dove’s approach here serves as a powerful call to action, prompting viewers to critically evaluate the unrealistic portrayals of beauty perpetuated by the media and the importance of embracing natural beauty and self-esteem.
Similar to “Evolution,” “Onslaught” is a compelling video within Dove’s campaign that takes a critical stance on the beauty industry and its efforts to influence and change women’s perceptions of themselves. The video commences with a black screen, accompanied by the words “a Dove film” and “Onslaught” appearing on screen, setting the stage for a thought-provoking narrative.
In the opening moments, a young redheaded girl takes center stage, while cheery music plays softly in the background. However, this upbeat melody gradually transitions into a more intense rock soundtrack, with the repetition of the words “here it comes” heightening the viewer’s anticipation.
The pivotal moment occurs when the little girl disappears, replaced by a rapid succession of advertisements featuring slender women, each lasting for less than a second. These advertisements predominantly feature scantily clad women and focus on various body parts, ranging from buttocks to legs, chests, lips, and virtually every imaginable aspect of the female form.
The video then pauses at a segment that appears to be a music video, featuring two women in bathing suits gyrating. Subsequently, the onslaught of clips showcasing products and procedures aimed at altering appearance resumes. Amongst the rapid-fire images, discernible keywords emerge, forming a powerful statement: “You’ll look younger, smaller, lighter, firmer, tighter, thinner, softer.”
As the barrage continues, the ads depict a woman on a scale, with her body fluctuating between larger and smaller sizes, interspersed with clips promoting weight loss. The montage then transitions to scenes of various plastic surgery procedures, encompassing everything from breast augmentations to rhinoplasties.
The video climaxes with a poignant scene featuring a few young girls innocently walking across the street. At this moment, the text “talk to your daughter before the beauty industry does” appears on screen, right as the young redheaded girl gazes directly at the audience. This visual communicates a compelling message, underscoring the urgency for parents, particularly mothers, to initiate conversations with their daughters about the pervasive influence of advertising and to instill in them the importance of deriving confidence from internal sources rather than external ones.
In its entirety, “Onslaught” serves as a poignant reminder of the incessant barrage of unrealistic beauty standards bombarding individuals daily and calls for a collective effort to protect young minds from succumbing to these pressures. Dove’s message is clear: empower young girls to value themselves beyond external appearances and foster self-esteem from within. The video’s name itself conveys the overwhelming nature of these external influences and the need for awareness and dialogue to counter their impact. The Dove fund logo at the end reaffirms the campaign’s commitment to promoting positive self-esteem and a healthier perception of beauty.
“Amy,” much like its predecessors, initiates with a familiar sequence. The video unfolds with a scene featuring a young boy, approximately 12 years old, riding his bicycle to a house. His hopeful anticipation is palpable as he repeatedly utters the name “Amy.” However, his disappointment gradually becomes apparent as it becomes evident that Amy is not appearing.
As the scene unfolds further, a stark message is conveyed: “Amy can name 12 things wrong with her appearance,” followed by a pause that amplifies the gravity of this statement. Then, a powerful counterpoint emerges: “He can’t name one.” This juxtaposition serves as a poignant reminder of the stark contrast between Amy’s self-perception, marred by self-consciousness and insecurities perpetuated by societal beauty standards, and the unprejudiced gaze of the young boy, who sees her through eyes unclouded by such judgments.
The video concludes with a final message: “Sent to you by someone who thinks you’re beautiful,” underlining the importance of embracing and celebrating one’s natural beauty and self-worth, free from the undue influence of external beauty norms. The Dove fund logo serves as a symbol of the campaign’s enduring commitment to promoting self-esteem and a more inclusive perception of beauty, particularly among young individuals like Amy. In essence, “Amy” poignantly highlights the impact of the beauty industry on self-esteem and urges viewers to recognize and affirm their inherent beauty beyond superficial standards.
Impact of the Campaign
The impact of the Campaign for Real Beauty was nothing short of remarkable. Notably, it garnered significant media attention, which in turn translated into a substantial reach. The campaign received extensive free advertising space through media coverage on national television programs, collectively reaching an astonishing 30 million viewers.
One particularly influential platform was The Oprah Winfrey Show, which aired the campaign daily for an entire week. This level of exposure was further amplified by appearances on The Ellen DeGeneres Show, The Today Show, The View, and CNN, all of which featured the campaign and its message. These appearances on popular television programs brought the campaign’s message to a vast and diverse audience.
The tangible outcomes of the campaign were equally impressive. Over the ensuing year, the advertisements resulted in a significant and dramatic increase in profits. Perhaps the most encouraging aspect was the financial return on investment, with the campaign yielding $3 for every $1 spent. This financial success underscored a crucial point: promoting positive beauty ideals and generating profits were not mutually exclusive objectives. The campaign demonstrated that it was possible to align profitability with the promotion of empowering and inclusive ideas about beauty.
Susan Douglas, in her book “Enlightened Sexism,” highlighted that during the year in which Dove initiated the Campaign for Real Beauty, their sales experienced a remarkable surge, increasing by 12.5%. This surge continued into the subsequent year, with a 10% increase. These figures are indicative of the resonance the campaign had with women, who responded enthusiastically to a company that placed real women in their advertisements.
In essence, the Campaign for Real Beauty left an indelible mark not only on the beauty industry but also on society’s perception of beauty. It demonstrated that authenticity, inclusivity, and empowerment could coexist with commercial success. Women flocked to a company that celebrated real beauty and challenged the narrow confines of conventional beauty norms, making it clear that they were ready for a more diverse and realistic portrayal of beauty in the media.
The impact of the Campaign for Real Beauty extended far beyond the realms of advertising; it touched the hearts and lives of countless women who had long yearned to see the celebration of everyday diversity in feminine beauty by a prominent beauty company. Stacy Nadeau, one of the six Dove Beauties and now a public speaker and advocate for self-esteem in young girls, shared a poignant story during a lecture at Colgate in 2010.
She recounted an unforgettable public appearance that she and the other six Dove Beauties made shortly after the unveiling of the campaign’s second phase. During this event, a middle-aged woman approached the group, tears streaming down her face, clutching a Dove advertisement and a photograph of her daughter. Her daughter had been grappling with the devastating grip of anorexia, and her prognosis had been exceedingly dire.
However, the launch of the Campaign for Real Beauty and the visibility of these advertisements had a transformative effect on her daughter’s outlook. They became a source of inspiration and hope, catalyzing a profound change in her perspective. In a deeply emotional moment for everyone present, the woman, still openly crying, expressed her heartfelt gratitude to the women for what they had unknowingly achieved: they had played a pivotal role in saving her daughter’s life.
This touching story serves as a testament to the campaign’s capacity to inspire and uplift, demonstrating the profound influence of authentic representation and messages of self-acceptance on individuals facing the complex challenges of body image and self-esteem. It underscores how advertising can transcend its commercial role to become a powerful force for positive change and emotional healing in the lives of real people.
Indeed, Dove’s Campaign for Real Beauty was a pioneering and commendable effort to challenge the prevailing conceptions of beauty that had long been limiting and detrimental to women. By celebrating diversity, promoting authentic representations of beauty, and fostering self-esteem and self-acceptance, Dove’s campaign transcended the boundaries of traditional advertising to become a powerful advocate for positive change. It offered a resounding message of empowerment, encouraging women to embrace their individuality and recognize their inherent beauty beyond societal norms. Dove’s campaign, in its entirety, served as a catalyst for a broader conversation about the importance of redefining and broadening our understanding of beauty to encompass the rich tapestry of women’s experiences and identities.
Critiques of the Dove Beauty Campaign
Critiques of the Dove Campaign for Real Beauty offer a balanced perspective on its impact and intentions. While it is widely acknowledged as a refreshing change in a world saturated with narrow beauty ideals, critics point out several areas of concern:
1. Media Influence and Unrealistic Expectations
The campaign has been praised for opening up a dialogue about how the media can influence young women and distort images to create unrealistic expectations of beauty. However, critics argue that despite its positive message, the campaign still operates within the framework of consumerism and sexualization to empower women, potentially perpetuating some of the issues it aims to address.
2. Authenticity and Parent Company Associations
Some critics question the authenticity of the brand’s commitment to the movement. They argue that the parent company’s (Unilever) associations with other beauty brands that do not align with the Campaign for Real Beauty’s message raise doubts about the brand’s true intentions.
3. Product Focus
The critique also extends to the products the advertisements are ultimately selling. Critics argue that while the campaign presents a message of empowerment and body positivity, its primary goal remains selling beauty products.
4. Economic Motivations
The substantial growth in Dove’s sales following the campaign has led some to question the brand’s true motivations. Critics suggest that the campaign may have been driven by economic interests rather than a genuine concern for women’s self-esteem and body image.
5. Media Coverage vs. Authentic Intention
Some critics contend that Dove strategically leveraged the media’s tendency to follow trends and highlight social issues to garner more attention for the campaign. They argue that the campaign’s success may have been driven, in part, by its ability to generate extensive media coverage.
6. Consumerism and Empowerment
Critics argue that while the campaign encourages women to challenge narrow beauty ideals, it still relies on consumerism as a means of empowerment. Women are urged to purchase Dove products to support the campaign’s message, which, in essence, perpetuates a cycle where they exchange one set of beauty expectations for another.
7. Parent Company’s Brand Associations
The fact that Dove is owned by Unilever, a parent company that also owns brands like AXE, Slimfast, and Fair and Lovely, raises concerns. AXE commercials have been criticized for relying on sexist stereotypes and sexualized imagery. Slimfast’s focus on weight management can be seen as contradictory to the body-positive message of the Dove campaign. Fair and Lovely, a skin-lightening product, perpetuates harmful beauty standards associated with skin color. While Dove’s creators may not directly influence these other brands, the association with Unilever can impact the perception of the campaign’s authenticity.
8. Sexualization of Women
Some critics argue that the campaign itself engages in the sexualization of women, particularly in its most well-known ad featuring “real” women in white underwear. While the intention may be to celebrate body confidence, the choice of imagery, including scantily clad women, aligns with traditional advertising that uses sexual appeal to sell products. The use of white undergarments can also evoke associations with purity, which in turn can be linked to sexual purity. Critics argue that the campaign’s portrayal of empowerment through sexualized imagery may not be in line with its message of promoting self-acceptance and challenging beauty norms.
In summary, while the Dove Campaign for Real Beauty has made significant strides in challenging traditional beauty norms and initiating important conversations, it is not without its critics. These critiques touch on issues of authenticity, commercial interests, and the campaign’s ultimate focus on selling products. It is important to consider both the positive impact and potential limitations of such campaigns when evaluating their significance in the broader context of societal change.