Comments on: Is Dove’s “Campaign for Real Beauty” Real?

By: R. Haynes

R. Haynes — Mon, 16 Mar 2009 18:35:38 +0000

I have been told by many that I have beautiful skin. I am now 59 and am still told that I have beautiful skin. I no longer take for granted my skin. I have only used Dove soap on my face as long as I can remember, my mother used Dove soap. I use no foundation, creams, lotions, replinshers, restorations, just Dove.

By: Dovless

Dovless — Fri, 11 Jul 2008 22:48:58 +0000

The campaign for real beauty is an awesome campaign, and Dove is a great product. Unfortunately it holds no credibility for me as long as Unilever turns a deaf ear on women who are offended by the degrading images portrayed in their Axe commercials. They claim their product is marketed to 20 somethings, and that they are appropriate to the market, yet there are 13 year old boys dousing themselves with the stuff in middle school hallways, and their female counterparts covering their faces and running away *in fear*. What could a 13 year old girl be so afraid of that a perfume prompts her to run away? *She is afraid the perfume will bend her to the will of the boy, and through that she will be molested.* As long as Unilever persists in running these degrading commercials, no amount of warm and fuzzy self esteem training they sponsor for young girls is going to undo the mixed messages they are sending, and their “boys will be boys” attitude toward objectification of and violence toward women. I like Dove soap, but I will remain Doveless until they find a better way to sell Axe. As for feeling as though I have Dove’s “approval” for being just fine just the way I am, their Axe commercials say just the opposite, I have not at all attained Unilever’s “approval”, bs is bs, and no matter how you slice it, it is still bologna. Unilever is not at all interested in connecting with me, they just put a new spin on trying to sell me stuff, that is how it all shakes out….

By: Holly Buchanan

Holly Buchanan — Wed, 21 May 2008 18:34:48 +0000

Geo,

on the Dove/Axe issue – that’s a whole other blog post. But with today’s transparency, it is a problem when two brands in the same company present opposing philosophies. We’ll have to see how that one shakes out.

Robert,

You are absolutely right – parents are the first line of defense against the negative images the media/advertisers throw at girls and women (and any negative images of men and boys as well).
But I do want to make one clarification – needing “approval” isn’t always about having low self-esteem. It’s definitely a big part of it, thus Dove’s Self-Esteem Fund.

But I think the need for approval, especially among women, is also about spiritual survival (to quote Marketing to the Mind). It’s about belonging and connecting.
I know many women with very healhty self-esteem who still crave that connection that “approval” brings. That’s why it’s so powerful, it taps into such a core emotional and motivational center.

By: Robert Eastman

Robert Eastman — Wed, 21 May 2008 16:55:27 +0000

Is this a “Wakeup Call” for parents? I believe that “living life, always in need of others approval” may be a sad commentary on our childhood experiences and “upbringing.” It’s wonderful when our children feel “super-secure” in the love of their families. With this foundation, they grow into happy and productive adults and great parents! We MUST get our priorities right and start focusing on raising strong, confident, good people. Our world’s future is at stake!

It’s a shame that it takes “Dove” to tell us we’re “OK” and beautiful. It’s even worse to think, I’m not OK because I have a blemish or two, extra pounds, or a physical/mental challenge. Of course, manipulating inferiority complexes (and pride) is marketing’s “stock in trade!”

By: Amanda

Amanda — Tue, 20 May 2008 19:12:33 +0000

Unfortunately, nowadays the main message is “Be a beautiful woman for your man/boyfriend”. And what is worst: we don’t see this at ads/tv/internet, we see most of the women aroud us saying and proclaimin this old-fashioned point of view instead of “Be a beautiful, inteligent and interesting woman for yourself”.

By: Nishi/Chillibreeze

Nishi/Chillibreeze — Mon, 19 May 2008 15:48:02 +0000

I loved Jonah Bloom’s response. Companies can be so much more creative (and receptive) when responding to such questions. Dove lost a great opportunity to reach out to their target audience.

By: Geo

Geo — Mon, 19 May 2008 04:48:45 +0000

I am surprised you did not mention – at least en passant – the controversy surrounding Axe, a Unilever product, just like Dove. Dove is still brilliant, but still, I feel duped a little.

By: Michele

Michele — Sat, 17 May 2008 23:00:16 +0000

Wow – you really nailed this one, Holly. A super article, and so on-point. The video is terrific, and is a real eye-opener. Fantastic!

By: Jesmi

Jesmi — Sat, 17 May 2008 05:31:15 +0000

I really enjoyed reading your article!I agree that black skin is beautiful, too. It’s just skin. However, millions of white people have darker skintones and naturally black hair.But I think they are very beautiful.

By: Kalena

Kalena — Sat, 17 May 2008 02:48:30 +0000

Two thumbs up Holly and I wish I had more thumbs

By: Kim Krause Berg

Kim Krause Berg — Sat, 17 May 2008 02:46:36 +0000

Holly, this is fantastic article! I can’t remember a time when I didn’t seek approval from someone, somewhere. Now, turning 50, I suddenly feel like it’s time to crawl into my woman-self. As if, after half a century, I’m suddenly allowed to be one on my own terms, not someone else’s.

By: Social Marketing Journal

Social Marketing Journal — Fri, 16 May 2008 16:43:31 +0000

This is a GREAT article. It is so true that women are judged every which way and never catchig a break for ANYTHING. A brand that can come out and say – “To hell with what other people say!” is a powerful one as you mentioned. It’s hard to find that happy medium these days where approval is guaranteed.