As it takes a swipe at the marketing messaging behind most cosmetics and skincare products, Dove’s new film says ‘talk to your daughter before the beauty industry does’.
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Inspiration to make things better.
October 2, 2007
As it takes a swipe at the marketing messaging behind most cosmetics and skincare products, Dove’s new film says ‘talk to your daughter before the beauty industry does’.
Inspiration to make things better.
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Clever marketing, but such hypocritical BS coming from Unilever. What we should really talk to our daughters about is how the hormone-disrupting chemicals in conventional beauty and body products may lead to cancer and fertility problems down the road . . .
October 2nd, 2007 at 2:22 pm
I’ve long admired the Campaign for Real Beauty but sense their latest ‘onslaught’ may be a step too far. The beauty industry thrives of pushing out images of unattainable perfection, setting women (and now men) up to fail and feeding body image insecurities. But without these insecurities, where’s the motivation to buy the products and promises to make us look/smell/feel/be better? Is Dove biting the hand that feeds it? Let (slowing) sales results be their judge.
Impact on sales aside for a moment, is it having the desired impact on the audience? There’s a great insight from one of their forum members which suggests it may not have quite hit the mark…
“I’m older. I’ve also become jaded, so it’s easy for me to see through the beauty industry’s constant onslaught. However, it is next to impossible for me to share my accumulated knowledge of this with my daughter. Yes, I can talk about it and she may agree with it all in principal, but the main influence on her behaviour and view of the world is now her friends. So knowing the truth may still not help her control her actions. Girls, when they are young and still unformed don’t always have the strength to show confidence in their beliefs.”
October 2nd, 2007 at 7:01 pm
Boy the girl who starts the commercial sure is a cutie though huh?
October 2nd, 2007 at 11:33 pm
Just for fun I looked up the Unilever (Dove’s parent company) Web site. Without any trouble at all, I found this quote:
“Oscar-winning hair can be yours! Want hair like Paris Hilton, Nicole Kidman or Posh Spice? It’s easier than you think with the right products and a bit of practice.”
So sure, they’re part of the problem. Dove is a pretty innocuous brand–soap is a benign and useful product. But theoretically, this ad cuts into their sales for Slim-Fast, another Unilever brand. Interesting stuff.
October 3rd, 2007 at 11:43 am