Dove Reponds To My Blog Post

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?


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8 Responses to “Dove Reponds To My Blog Post”

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  1. Tom Wanek says:

    Edelman PR is the same company that comes out with an annual “Trust Baramoter” survey, which measure’s the public’s trust in government and business. You’d think they would know and appreciate what a HUGE credibility investment it was to give up plastic-coated beauty standards in favor of “real” beauty.

    I also wonder… did the public tire of the campaign, or did Unilever?

  2. Mary Schmidt says:

    Hmmm…call me cynical, but I’ll believe it when I see it. If they really meant this – why are they changing campaigns? Hmmm…

  3. JayMarkDee says:

    Is it time to revisit the Dove/Axe cognitive dissonance?

  4. Grimey says:

    Is Beauty the Beast?

    American popular culture has re-defined beauty. A gorgeous woman like Marilynn Monroe would be viewed as a bit “heavy” into todays America.

    Every time I walk into the check out line at “Market Street”, my local supermarket, I am hit with racks filled with magazines that feature beautiful young women with “six packs”.

    When did a “six pack” become a beauty essential for women?

    I think that BEAUTY, especially women’s beauty, and our cultural schizophrenic views of it, should be a topic you explore in greater depth.

    The topic, The Culture of Beauty, needs a voice as powerful and authentic as yours to unravel the complex role that beauty plays in America; how women’s feelings about beauty are used by business to sell women virtually every conceivable product and service.

    Your DOVE dispatches touch on it … I would love to see you write more extensively on this topic and I think a lot of your fans would as well.

    tg

  5. Mark Laurie says:

    They have been such a positive force, defining ground the community can get behind. It is rare. I hope they continue to be a light on a widening path.

  6. Laura says:

    Changing campaigns doesn’t mean they are changing their philosophy. I’d wait and see what they come up with next. Don’t assume change is a bad thing.

  7. What a shame they would give up this campaign! It truly was rare. I hope it’s not just change for the sake of change… but like you and Laura, I’ll wait to see what they produce next.

  8. Benne' says:

    Interestingly enough, Dove’s number one selling beauty product globally is skin bleaching products. Dove is owned by Unilever, the same company that owns Ax for Men. What they all have in common is a belief that women hate themselves so much that they will fall for these advertising tricks. Dove started the campaign and their community effort, Girl’s Now, to counteract the truth behind their approach to selling their products.

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