Marketing with a Message

OK, I admit it...I love the Dove Campaign for Real Beauty ads that promote "real" women. I was fascinated by the first ad Dove Evolution that showed in time elapse how admittedly beautiful models (in this case random woman) are morphed into gorgeous unattainable beauty thanks to make-up and hair staff plus computers to help even out features and make people look skinnier. The Pro-Age campaign with aging women in some form of undress was risque, but at the same time it had a message about beauty and timelessness...and the fact that everyone of us will age and get wrinkled and grey, but we are not ugly because of that. Their most recent foray is aimed at younger girls and is called Dove Onslaught to demonstrate how media can get to them without a parent noticing. I think it's a very well done piece and it's got a solid message. Apparently there are those who think these messages are NOT good...and hurt as much as the rest of media.

I think the author of that article and a number of critics are looking at this with a skew to their won agenda (and No I am not surprised by this...it's how media works). The message that women need to develop self-esteem that is separate from a fashion industry or media ideals needs to broadcast far and wide. Being attractive/presentable is attainable for anyone, but that is one small part of who we are! I'm not a model, but I like to think I look presentable and attractive most days, but beyond that I'm wicked smart and driven which will take me farther than being 110lbs with big tits and no brain. I hate that stupid people like Paris Hilton or any number of drunk-ass Reality TV stars get attention for vacuous personalities, lack of discernible brain activity and being "HOT". Kids (Hell, Adults) are sponges and a dialogue about beauty and the media needs to happen. To say these ads tell girls that any kind of beauty goal or activity is stupid is missing the point of the ads and skewing the issue. For Christ's Sake, DOVE SELLS BEAUTY PRODUCTS!!! It would be suicide to put out the message that appearance is totally meaningless. Dove is marketing a different ideal. I don't buy a lot of Dove products...too much perfume and so far nothing has caught my fancy...but I sure am inclined to give them a try from time to time. Specifically because they are willing to challenge an idea. I realize that there challenge helps their business, but I'm realistic enough to accept that trade off.