In 2004 Dove did a research “Real Truth About Beauty” aimed to identify what real beauty means to women. It turned out that only 2% of women think that they are beautiful and 75% of women would liked social media to show the non model looking women in addition to models. After getting the results of the research Dove started the global “Campaign For Real Beauty” aimed to bring attention of the society to the problem of women’s low self-esteem which is connected to the current stereotypes about the beauty.
Below are the couple of videos for this campaign:
This commercial shows the evolution of simple girl into a “supermodel” in one minute. During this time, which is compressed by speed filming, make-up artists are working on girl, and subsequently the photo of the girl is seriously edited in Photoshop. The idea of the video should eliminate the opinion about the special beauty of the models and also, explain to women that the concept of beauty is distorted. The tagline of the campaign is “Every girl deserves to be beautiful just the way she is”
The “Onslaught” actually encourages people to pay attention to the environment in which girls grow up, and who they are going to become. The tagline of the video is “Talk To Your Daughter Before The Fashion Industry Does”. The video talks about perverted unnatural standards of beauty, about lie that surrounds children starting from childhood, and that there’s no escape from this lie, because it is everywhere. And if not every adult is able to filter the information and be aware of the truth, then what about the innocent children who are ready to believe anything. Images from the video call to resist the “standard” beauty advertising . The video shows the review on what is going on in the beauty industry advertising nowadays and the consequences of this advertising: anorexia, bulimia, surgical scalpel, injections and so on and so on and so forth .
I think Dove did a really good job by raising the issue of how we see the beauty. In my opinion, this is one of the best advertising campaigns, because it is directly addressed to the real people, passing by the stereotype of female beauty with model looks. Such advertising looks very sincere and increases trust to the brand.
Links:
http://psucomm473.blogspot.ca/2007/03/dove-campaign-for-real-beauty-case.html
https://www.youtube.com/watch?v=hibyAJOSW8U
https://www.youtube.com/watch?v=9zKfF40jeCA
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