Dear Dove Campaign for Real Beauty,
I’m really disappointed in you! Being that I’ve spent a considerable amount of time working in media, being privy to print photography decision-making, I guess I shouldn’t be surprised by your recent actions. Still, I’m saddened by the news, according to Jezebel and The Huffington Post, that your recent Craigslist ad reveals your true, not so pretty colors.
The print casting call (below) illustrates that you’re not actually 100% interested in Real Beauty. I’ll give you credit for wanting to photograph women who are real—as in not mannequins, Disney animatrons or Victoria’s Secret models… But, I’m dismayed that you seem to want to feature women who as close to these examples as real comes.
Curvy (you know, whatever that means)? You’ll say “NEXT!” Athletic? Hell no. (Although, I’m not quite sure why you aren’t down with fit chicks.) Women who don’t have “FLAWLESS, beautiful hair and skin”? You won’t even bother. While you were at it, how come you didn’t include a range of acceptable body mass indexes (BMIs) for candidates to adhere to? Maybe that would get you as much press as American Apparel.
Maybe you read this study from back in March, which found that overweight women don’t like looking at thin models or overweight models. My guess is that if you’re factoring these findings in, you’re running around like a chicken with its head cut off, trying to deliver exactly what sells to American women who you hope will buy your products. Perhaps you’re under the impression that pseudo-real is the best way to go.
But, you know what, Dove? Personally, I’d be thrilled to see you feature women who look like me or my best friend—short, pear or apple-shaped, blemishes, bumps and all. I’m sure I can find more than few other “real women” who agree…???
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June 28, 2010 at 3:25 pm
Zlata
Why would they put “not too curvy” or “not too athletic” as a requirement when all of their other campaigns HAVE had them be just that way?
What are they trying to accomplish here?
BLASPHEMY!
June 28, 2010 at 3:40 pm
Shaun
I agree with Dove is likely limiting the possible return on their investment with this shoot by being so particular. While no one is going to argue (at least I’m not) that what they describe in their ad is “attractive” or “beautiful,” there are plenty of times when I find myself just as attracted to women who don’t necessarily fit that mold. Consider it one of the “intangibles” of physical beauty. And I’m sure I’m not the only one to say that I’ve been attracted to someone without being able to put my finger on the specifics of how/why I find them attractive.
I bet the creative/marketing minds at Dove would likely find themselves saying the same thing if they held a truly open casting call. It’s one thing to know what you want, but it’s quite another to limit your possibilities by refusing to consider other alternatives.
June 28, 2010 at 6:06 pm
bwatson
Have they not noticed that “flawless” skin often isn’t an attribute of women who would call themselves “real”? Doesn’t being “real” mean that you’re not perfect but that you’re true to yourself? I’m so confused…I guess that women who like to work out aren’t real either. This is such a specific demographic that they’re targeting. What about the women who have stories behind their scars or who have a little junk in their trunks? Isn’t that a more accurate representation of the average woman in the U.S.? I just don’t get it, Dove. I must not be “real” enough.
June 29, 2010 at 1:20 pm
emmie
This ad give off a slick, slimy, backstage vibe being that it’s posted on Craig’s List and targeted toward women who will be paid if they are chosen. The requirements go against the whole meaning and drive behind this campaign! The word, “flawless,” in itself is unobtainable, superficial, and most likely artificial. I’m saddened, disappointed, and disgusted with the way that the business behind this campaign is obviously over-riding any genuine, true and natural inspired message. It makes me think if I wanted to audition for something like this and support such a wonderful idea, I wouldn’t have a chance. That makes me lose faith in Dove’s sincerity and motives in the matter. It almost feels as though it’s a fake message, a fraud,…at least that is what I’d like to believe because an ad like this is such a let down. Do you know anyone who grows up being told, “youre not too curvy, youre not too athletic, you’re just right.” What is just right??? It doesn’t exist and the fact that Dove is validating such a standard for a “REAL BEAUTY” campaign refutes everything it stands for and in my opinion, rejects any legitimacy in the nature of the brand. Might as well, throw the whole thing out and audition models, at least they won’t complain about the contradictions presented here.