The other day I came up with various blogs, amongst them one from “Boomerang, digital communications” that had responded with sad comments to Dove’s supposed recent decision to abandon the “Real Beauty” campaign directed for women of all ages, shapes, sizes, ethnicities and backgrounds. Unilever global communications marketing manager Stacie Bright has pointed out how Dove’s campaign for “Real Beauty” started a global conversation about the need for wider definition of beauty in 2004.
However, now they want to create a world where beauty is a source of confidence and not anxiety, giving all women the opportunity to join. This decision has been done in order to focus more in Social Media sites like Facebook. This new campaign will be called “Darwin”, and it will divert away from the body image message and focus on helping women feel more confident in their appearance, focusing on “body language” and it will show how Dove products make you feel confident and attractive.
Michele Miller, another blogger shares the same concern as women all over the web regarding the termination of the Real Beauty campaign. After her blog post she received a message from Dove where they say they “remain committed to using real women in their advertising and not models”.
However, I share the same concern as this bloggers but I believe that this is the next step Dove has to take. We all relate Dove to powerful campaigns that criticize the way the fashion industry and advertising worlds are ran. I believe that having all types of women was the first step Dove needed to take to change the industry, and now they have to focus on how to make every woman comfortable and self-confident in their own skin. They have to grow from accepting every type of body to making those girls be confident about whom they are and how the products they use contribute to the image they want to portray.