Dove’s Campaign for Real Beauty has made front page news and high school curriculums in Canada. Bully for them - they’re promoting a positive message in today’s media. There’s the Pro-Age campaign, for instance, where they show older, naked women using their products. Or the commercials where less conventially attractive women soap up in the shower.
But the main focus of Dove’s Campaign for Real Beauty is directed towards children and teenagers. Even a quick browse of their site confirms this: young children with disabilities and plain faces talk about how proud of themselves and their role models they are on one page, on another, it shows how they deconstruct models for billboard ads and magazines to make them more appealing physically.
Dove’s Campaign for Real Beauty seems to miss the mark, though. There are more than a few ways in which it makes a valiant effort to change perceptions and raise self-esteem, and instead, it just falls up short.
Firstly, there’s a severe lack of focus. They have a very nice website and a few advertising campaigns, but it seems to be more show than anything. The Campaign for Real Beauty smacks of turning a real issue into a way to capitalize on markets that other products miss. Thirty second long commercials aren’t going to change much, no matter how well intended.
Secondly, it’s painfully obvious that they are commercials. Yes, they’re using models that are less than conventional, but that doesn’t change the fact that not a single one of the women they use have a blemish. There are no stretch marks on their ‘plus sized’ models, no acne on their teenagers, and no discolourations, birthmarks, or blackheads. The models even seem to be lacking pores.
Thirdly, the beauty industry is so large and adaptable, that the Campaign for Real Beauty isn’t going to change anything. The whole thing just aimlessly flails at the issue instead of making any real statements. They did one commercial, where they showed a plain woman being turned into a billboard star through makeup and Photoshop, that garnered headlines… and then didn’t follow up on it. There was no pressure on other corporations, no questions to be asked, and no alternatives presented. Was the commercial really trying to force people to think about changes, or was it just a show to make Dove seem like the benevolent corporate friend who you could rely on to not make you feel like an uggo?
When you have so many issues and branches in the beauty industry to deal with, you can’t hope to attack the entire thing without a lot of focus and definition. Dove lacks both of those, and it can’t seem to decide which issue to tackle. It comes down to this: The Campaign for Real Beauty is either a publicity grab for insecure teenagers and middle aged women to buy their products, or it’s poorly planned and ineffective. Either way, maybe it doesn’t deserve the glowing reviews it’s recieved.