An hour-glass figure, unblemished skin, and silky smooth hair. Those models on the TV give us a complex. They endorse the product while we feel so down and out for not doing anything worthwhile for our good looks.
But is that what we want? In fact, we would love to buy a product if somebody like you and me tells us to buy. Right? Dove understands a woman’s psyche. Probably that is why they never use any professional models for endorsing their products. Instead, they portray real women as they are in real life.
In fact, according to the Dove Global Beauty and Confidence Report, 67% of women and 64% of girls wished the media portrayed women of diverse physical appearance such as race, age, shape, and size.
The beauty brand is celebrating its 60th year in 2017, and as part of it has launched the Dove Real Beauty Pledge, wherein it pledges to continue with its principle of featuring real women, and never models in its communication. It has also taken a pledge to help girls build body confidence and self-esteem.
Dove has partnered with renowned photographer Mario Testino to photograph a series of portraits of 30 real women from across the world. Included in the list were three women from India — Vaishali and Samiksha and Rupashi. While Vaishali is a business consultant, Samiksha and Rupashi are young girl guides. The Dove Real Beauty Showcase photographs were displayed in New York City earlier this month.
Dove vice-president of marketing Nick Soukas says: “Women have always been our inspiration. Since we launched the Dove Beauty Bar in 1957, we have been wholly committed to providing superior care to all women and to showing real women and real beauty in our advertising from the start.”
“Together with generations of women, Dove has helped widen the definition of beauty, but there’s always more work to be done. We remain committed to redefining beauty, challenging stereotypes, and celebrating what makes women unique for the next 60 years.”
