Dove’s ‘Real Beauty’ is Only Getting Better with Age
In the early 2000s Dove was looking for a way to revive their brand in order to outshine their competitors. What started out as a simple exhibit in Toronto, turned into one of the most inspiring and uplifting campaigns that we know today.
There has long been this image of what the “perfect” woman looks like (slim, tan, legs for days), particularly because she’s been plastered everywhere. Dove’s Real Beauty Campaign was one of the first to put real, women and their real body types in the spotlight. Dove’s story is simple: portray women how they are in real life in order to promote positive self-esteem and confidence. They don’t use models, touch ups or camera tricks, and they always make sure to get the photos they use approved by the women who are in them.
I love this campaign because it goes beyond promoting soaps and beauty products- it promotes a conversation between the brand and its consumers in order to drive change. Dove has done extensive research into how women and girls view themselves and is using that information to combat societal pressures. (Want more information on the statistics? Visit: http://www.dove.com/us/en/stories/about-dove/our-research.html).
It’s refreshing to have media posts and commercials out there that feature normal women. Paradoxically, it’s this normalcy that makes this campaign stick out from the others.
Dove created this movement, and others have started to follow. It’s this shift in the industry that is helping to change what our society thinks of what constitutes a “beautiful” woman. It’s this shift that is changing what women and girls think of themselves and giving them the confidence they need to be their best and most beautiful.