The Dove "Real Beauty" Campaign

Earlier this afternoon, I was at the grocery store buying stuff listed on my grocery list. While buying soap and bath gel, a mini-TV located on that lane caught my attention. Dove commercials were being aired on the TV. Instead of skinny models and other celebrities endorsing dove's products. There were non-traditional models of all races, shapes and sizes telling the viewers that "Young girls need to see real women like themselves in print ads or on TV", "Truth is beauty" and "It's time that all women felt beautiful in their own skin". I learned that this was the Dove Real Beauty Campaign. It's main goal is to promote real and natural beauty and counter the public's opinion on standards of beauty. Dove wants "to make women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves."

It's good marketing move that dove used regular women who who does not conform to the highly-idealized images of highly-airbrushed models and celebrities. The only criticism that I have is that the company that manufactures dove is the same company that manufactures Axe. I just find it ironic that Dove empowers women while Axe objectifies women.