Real women bare their curves as part of Dove's global campaign to widen the definition of beauty.
Greenwich, C.T. -- Women strongly agree that “the media and advertising set an unrealistic standard of beauty that most women can't ever achieve.”(1) More than two-thirds of women globally expressed this viewpoint in a recent worldwide study. Sadly, the impact is that only 13% of women are very satisfied with their body weight and shape(2), only 2% of women around the world consider themselves beautiful, and more than half of women say their bodies disgust them(3). Inspired by these findings, Dove®, the global beauty brand, is launching a new national advertising campaign today starring real women with real bodies and real curves. The campaign is intended to make more women feel beautiful everyday – celebrating diversity and real women by challenging today's stereotypical view of beauty.
Six brave women – two students, a kindergarten teacher, a manicurist, an administrative assistant and a café barista dare to bare it, facing the world in nothing but their underwear and a lot of sassy attitude. Their images have not been altered or retouched in any way. Their message: Stand firm and celebrate your curves!
Tackling the topic of body image is the next progressive step in the Dove global Campaign for Real Beauty, the brand’s effort to provoke discussion and encourage debate about the nature of beauty. Dove hopes to change the way women perceive their bodies, and their beauty, by widening the definition of what it means to be beautiful. The brand is using images of real women with real bodies and real curves to accomplish this goal.
The latest ads support the brand’s introduction of the new Dove firming collection including Intensive Firming Lotion, Intensive Firming Cream and Firming Body Wash*. These new products are specially formulated to firm, smooth and make skin feel more beautiful. The ads’ engage women with clever taglines provoking them to challenge beauty stereotypes: “Let’s face it, firming the thighs of a size 2 supermodel is no challenge,” and “New Dove Firming. As tested on real curves.” A similar Dove execution met with huge success when it debuted in Europe last year.
“Beauty is visual, but in most media images, it is the same visual – the eye popping features and stunning proportions of a few hand-picked beauty icons,” states Nancy Etcoff, Ph.D., a professor at Harvard University and director of the Program in Aesthetics and Well Being at the Massachusetts General Hospital Department of Psychiatry. “When only a minority of women is satisfied with their body weight and shape in a society captivated by diet and makeover programs, it is time for a change.”
Dove launched the Campaign for Real Beauty in September 2004 with a much-talked-about ad campaign featuring women whose appearances are outside the stereotypical norms of beauty. The brand’s commitment to inspiring positive self-image among women has extended to initiatives that support a wider definition of beauty. Uniquely ME!, a program developed by Dove and the Girl Scouts of the USA, helps foster self-esteem among girls ages 8 to 17 Beginning on July 7 through July 31, 2005, Dove will donate $1 to uniquely ME! for every person who signs the Campaign for Real Beauty pledge, up to $50 000. Log onto http://www.dove.us/#/cfrb/(Link opens in a new window) to Stand Firm and Celebrate Your Curves and help Dove support this important cause.
“By questioning the accepted definition of beauty, we hope to help women change the way they perceive their bodies and encourage them to feel beautiful every day,” said Silvia Lagnado, senior vice president, Dove.
The images were shot by one of the beauty industries leading photographers, Rankin. They will appear in highly visible places, including many of the top women’s health and general interest publications, to inspire women to think about the true meaning of beauty. The campaign will also catch the attention of travelers this summer appearing on giant outdoor billboards and throughout major transportation hubs in Boston, Chicago, Washington, D.C., Dallas/Ft. Worth, Los Angeles, Miami/Ft. Lauderdale, New York and San Francisco.
*The new Dove firming collection, along with the complete product portfolio, is available at mass retailers nationwide.
About campaign for real beauty
The Dove Campaign for Real Beauty is a global effort is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. Employing various communication vehicles — advertising, http://www.dove.us/#/cfrb/(Link opens in a new window), interactive billboards, panel discussions, and a Self-Esteem Fund — the campaign invites women to join in the discussion about beauty and share their views of it with women around the world. The Campaign for Real Beauty supports the Dove mission: 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.
The Dove mission is 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. Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product , which includes beauty bars, body washes, face care, antiperspirant/deodorants, hair care and styling aids. Dove is available nationwide in food, drug and mass outlet stores.
1 The Real Truth About Beauty, 2004 commissioned by Dove
3 Dove Internal Study, 2002