A marketing campaign called the Dove Real Beauty is a message of inspiration for all women, the beauty of nature and the curve numbers love. This is a campaign like no other before in the sense that it uses real women. Dove held a casting call for women of all shapes, sizes and colors to find an adequate representation of the true beauty. You need the number of women who actually choose the model for their soap, skin and hair products. The short thin women ranged from “flat chest” highly beautiful women women with thick thighs. The efforts of this campaign is to have women from all walks of life, the true beauty and worth to see her and not out of reach for some structure in the advertising and public pressure to try to reach brainwashing women to obtain. This revolutionary movement in the ad has struck a chord with women everywhere and very effective.
Let’s remember that Dove sells soap, conditioner, and lotions. Dove encouragement to appreciate your real beauty steals sales from women who would cover up blemishes with make up to buy Dove facial soaps and moisturizers. Women who would burn their hair in salons with highlights and chemicals are now motivated to use Dove shampoo and conditioner to revitalize their hair and keep natural. Dove’s message speaks so intimately to women that they almost feel obligate to be faithful consumers. Dove so fully compliments women it is an incredibly seductive campaign, but it is packaged as caring and thoughtful. Dove is comparable to the dirt bag friend that a boyfriend can’t trust, because the second there is a fight in the couple the friend is there to comfort and hold the poor pain inflicted female.
It can be that after years of such under handed tricks and cheap gimmicks that consumers have become callus and cynical to the point of not buying into Dove’s campaign. There is something about that white background and light blue dainty writing that seems pure, believable, and comforting though. Still, genuine or not the campaign is absolute genius. The campaign gives Dove a conscience which the general public can even consider a soul. This separates dove from all of the spiritless soap suppliers like Caress and Irish Spring.
Despite the possibility that Dove’s campaign could be a scheme to out sell other hygiene product labels it is still a much needed message to today’s women. Hearing the message from teachers, friends, and mothers is never as comforting as seeing it in a magazine or on television. Seeing is believe for most of today’s public; and for a young shapely girl to see someone as pear shaped as her on television and a beacon of beauty then she too can be a new standard of beauty. Of course in order to best present and preserve her beauty she must use Dove products, but at least she isn’t pigeon holed into a unfavorable category of appearance. In reality women buy such products to be able to love themselves more, so why not buy something that fluffs your ego.