Last week, I noted that Dove has announced the end of their Real Beauty campaign. Within 24 hours, I received a personal email from Edelman PR (the global PR rep for Dove). I guess I wasn’t the only cyber-writer who expressed concern (and a little dismay) regarding the termination of the Real Beauty campaign, because the company has already issued a public statement in response to the consumer and advertising world’s reaction:
We remain committed to using real women in our advertising and not models. We continue to show beauty of all ages, ethnicities, shapes and sizes, and are actively working toward raising self-esteem in women and young girls globally. We have used a wide variety of women in our images. We have shown women as young as 20 and as old as 95, women with blond hair, red hair, short hair, long hair and no hair; with freckles, without freckles; with wrinkles, with tattoos and real curves.
Our commitment to real beauty continues to grow and evolve. In partnership with experts in the field, we continue to build self-esteem in the next generation by educating and encouraging girls to build a positive relationship with beauty. To date, we have reached more than 7 million girls with self-esteem programming and are committed to reaching 15 million by 2015.”
– Stacie Bright, Unilever Global Communications
I want to believe this is true. I withhold judgment until “Project Darwin” is revealed. There’s enormous pressure on Ogilivy to create another campaign that sails out of the ballpark. Will it truly be “evolution,” or will it pale in comparison to the original?