Our distorted self image – “Dove Evolution”

Dove’s Real Beauty Campaigns, attempt to serve as a starting point for societal change and an expansion of the definition and discussion of beauty. For years, the beauty industry and media have been constantly reminding women of the unrealistic body standards that have been set in today’s society. The Dove Campaign for Real Beauty was to support dove’s mission of making women of all shapes and sizes feel beautiful every day, while widening stereotypical views of beauty.

The campaign uses various marketing communication tools to illustrate its effectiveness such as advertising, a web site, billboards, events, workshops, viral marketing and a self-esteem fund in dove’s effort to create a global discussion about beauty with women all over the world. Rather than using professional models, the campaign stands by dove’s mission in using “real” women of various ages, shapes and sizes to promote discussion and debate about the narrow beauty standards and images set in today’s society.

Dove conceptualizes the campaign through effective ads such as the “Dove Evolution”. In the future I would like to use my marketing abilities to help create such campaigns which contribute to societal change. In my opinion, I consider Dove’s Real Beauty Campaigns a huge success since they question the existing “norm and realm of beauty”.