There are not many consumers out there who have not seen or at least heard of Dove's, “Campaign for Real Beauty.” It has even become so popular that it is being taught in one of my roommate's Consumer Economic courses here at UGA where they were asked to analyze the campaign. The advertisements launched in 2004 include billboards, magazine ads, commercials, and short films which feature “real women” in their natural state. The short films promote individuality and reveal what is put into achieving the perfect photograph or that perfect hair style. Dove boasts that all of the photos of these “real women” models are untouched nor are the camouflaged by clothing or layers of make up. The models for the campaign are actually “non models” of various shapes, sizes, ages, and ethnicities. On the Dove website their mission is stated as such: to make more women feel beautiful everyday by widening stereotypical views of beauty. The campaign also involves a study, The Real Truth About Beauty, A Global Report. This report found that the majority of women around the world do not find themselves to be beautiful and that there is an overwhelming pressure from the media that encourages women to conform to the unrealistic standards of looking young and being super thin. The Dove's “Campaign for Real Beauty” is a step in the right direction for beauty standards all over, however this campaign has been the center of controversy since it began. Many are not aware that Dove is owned by the same company that owns Axe, which features advertisements is which women are dressed in very sexy, revealing outfits, sexed crazed and chasing after men who are sprayed in Axe. This drives some feminists mad. Also, some consumers are feeling duped by the campaign. While Dove is promoting self love and stressing the importance in being comfortable in your own skin, the company is also selling anti-aging creams, self tanners, and anti-cellulite lotions. Consumers are left to wonder if Dove really cares about transforming today's beauty standards, or are they just trying to cash in on the consumer who falls for their advertising tactics? In this paper, I am going to argue that Dove really is trying to change beauty standards. I am going to make this argument by focusing on the three main points: the fact that the campaign is making so much money is proof that people everywhere are becoming more accepting and supportive of feminism, the campaign is a blatant example of third wave feminism, and that some feminists need to be more accepting and less critical of the advertisements.
Dove's popularity as a product may be higher now than it has ever been. While the quality of the product may not be its main selling point to consumers, it is the message that Dove sends which sells their product. I know many people who used to not buy Dove products before that will now walk down the aisle of the grocery store and pick up a Dove soap rather than another brand because they appreciate the message that Dove is trying to send, the message which encourages women to discover their own beauty. Women especially are contributing to the sales of Dove products, “In creating these spaces where consumerism and activism mingle awkwardly, Pink and Dove implicitly argue that women's empowerment and advancement lie within an individual's buying power, not within a larger cause or movement” (Helmbrecht, Love). I think that the high sales of Dove products to women stands as proof that we are ready for a change and that women want to support this movement. Dove's campaign certainly has gotten people to at least discuss transforming beauty standards. Discussion is a step in the right direction. Being aware of these issues is very important in order to change these standards and Dove certainly is making people aware.
In Naomi Wolf's essay, The Beauty Myth, she points out that the standard of beauty is presented as something universal and unchanging, but this is not true. Dove is helping to prove that this is false. There is no universal truth of beauty, but it is sold to us as this. As we have learned in class, feminist beauty is about diversity, self love, and nourishing yourself from the inside out, not only nourishing you body but your mind and soul. We are in the day and age of third wave feminism. Third wave feminism has no definition that is the most wonderful thing about it, “the third wave also has several different voices and ideologies within it. There is no right way to be a feminist”(Helmbrecht, Love). It is no secret that it frustrates some that Dove sells anti-aging creams and anti-cellulite lotions. When Brenda Helmbrecht brought the Dove campaign to her Women's Rhetoric class they evaluated it and after awhile were asked to respond, “Images that once made some of the women in the course feel better about their bodies now made them feel like mere customers. In short, they felt duped” (Helmbrecht, Love). Why would a company that is trying to promote self love and natural beauty try and sell you a product to improve your appearance? I think that buying some of these products is a form of self love. Women are taking pride in their appearance when buying these products. Women like to take care of themselves, and they like to buy beauty products. To be supportive of feminist views does not mean that you can't wear mascara or get your eyebrows waxed. There are homophobic feminists, so why can't there be feminists who buy beauty products?
Feminists can tend to read into issues very deeply and that can be problematic. Such as the case with Dove, I think feminists are reading too far into the issues. Why can't they just step back and take a look at what this company is trying to do? Almost everyone, the first time they saw or heard about the campaign thought is was a positive move, but now after the campaign has been around people are becoming troubled with it. The ones who have trouble with it are thinking too hard, this campaign is a good thing, however feminists are going to continue to question the legitimacy of Dove's goals. I do recognize that Dove is making lots and lots of money off of this campaign, but that is what a company is supposed to do; make money. At least the company is making lots of money and sending out a good message all the while. People should not feel duped, when buying Dove products. Making money is a part of survival, and Dove is thriving off of it's Campaign For Real Beauty.
There is always going to be conflict between feminist activism and consumerism. I think that feminists should be less skeptical of the Dove campaign and be more willing to embrace their advertising. Yes, Dove is making money off of selling beauty products, but they are sending a positive message all the while. Bigger strides will be made in changing the beauty standard if feminists work together with advertising in the media. As Dove's marketing director, Kathy O'Brien has said, “the company wants to change the way society views beauty,” and “provoke discussion and debate,” well I think Dove has done just that.
Below I have attached two video's from the Dove website, one is reveals what all goes into the perfect hair styles we see in photo ads, movies, etc. and the other video sends another message promoting self esteem.
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