Why I Hate The Dove: Real Beauty Campaign

This is getting ridiculous.

I hate the Dove campaign for real beauty.

I don't disagree that we should be embracing a shapes, sizes, colours, heights, wrinkles, etc., etc.

But the point I've been making for years about this campaign is that it still is A MARKETING CAMPAIGN.

The company, Unilever that owns Dove is probably interested in breaking down stereotypes. But I think it's important to examine intent in this case. Why is Unilever so interested in making me feel as though I'm just as beautiful as the models they used to use in their campaigns? Why has Unilever taken such an interest in making me feel valued? Are they perhaps encouraging me to feel beautiful? I guess there's nothing wrong with that.

So what does it mean to be beautiful? I feel good about myself, I gain confidence...and perhaps I'll feel good enough that I'm afraid I won't feel this forever...therefore I'll want to keep staying beautiful...there for I'll buy Dove products? Hmmm...

Now, don't get all uppity. This is what corporations do. They want to sell there products, make a profit. But for some bizarre reason this thought leaves our heads. Dove wants us to feel happy, proud and excited about ourselves. Dove cares about us. Dove wants us to know that not only are we beautiful, but they acknowledge that we're beautiful.

Ok. So what? Dove is selling products by emotionally manipulating us. That's what commercials are all about. Advertising is an integral part of our lives. Deal with it. Move on and appreciate that Unilever actually does give a shit....

What was that?

Really? No shit, are you serious, Hilary?

Well, that certainly changes things.

Thanks for the heads up Hilary.

Sorry, my friend Hilary just let me know what other products Unilever owns and markets like it's going out of style.

The product?

AXE BODY SPRAY.

Yeah, put that in your self-esteem pipe and smoke it.

If you don't know what Axe Body Spray is, allow me to enlighten you.

Axe Body Spray is Canada's leading male deodorant.

Shall we investigate how Axe is marketed?

What are your thoughts? Since Unilever is so dedicated to enhancing women's self esteem, surely their campaign would transfer to their entire line, right? It would only make sense, really.

Let me just check their website...hm. Interesting.

You will never believe this. It appears that the Dove Campaign for Real Beauty isn't so all inclusive as we are led to believe.

Let me get this straight...Axe is for men. But all I see on their website are pictures of women. How empowering! Um. Except. None of them really look like the Real Beauty women. Wonder why that is.

Let's read some of the stuff about their line...

Ok, ahem, not really what I would expect from a corporation so dedicated to raising self esteem...it seems if you wear the Vice line you can turn nice girls naughty. And if you wear Kilo girls in bikinis will come and you can "...teach them how to rub things together to start a fire." Well, I guess if you're into survival camping that would be use- oh, I get it. Not very empowering there.

Let's keep looking, shall we?

"Axe Effect...internationally recognized name for increased attention Axe wearing males receive from eager and attractive female pursuers".

Eager and attractive? Wow.

And you know what...there's even a box where you can report a "Naughty Girl".

Ok, who makes this shit up?

I get that perhaps this was a failed attempt to make fun of the mating process. But since Axe is #1 in Canada there is cause for concern.

So allow me to enlighten you.

A. Women do not pull off clothing because men smell good.

B. You are living in a dream world if you believe that your armpit stick will induce lust filled antics

C. If you use Axe, you're an asshole.


So, Axe Body Spray and Dove Real Beauty. Kind of doesn't make sense. Even if the Axe marketing is just for fun, doesn't poking fun at women's inability to respect themselves because of shitty shower gel some loser uses because he thinks it will get him commitment free relationships counter act what they're doing?

I mean, the Real Beauty campaign isn't just a commercial. They have actual programs and talk to actual girls.

How does that go?

Girls, feel good in your own skin. You are beautiful. The media has an unattainable image when it comes to the perfect body.

Now boys. Here's your Axe. Spray on, stand back and wait for the onslaught of attractive and eager girls. And don't worry, they will definitely look like the women you drool over in Maxim magazine.

If none of this has stopped you from buying Dove, then maybe Unilever's track record on abusing animals and child labour will.

No? Then you may be interested that Unilever is encouraging women to feel good about their size and shape, but not so much the colour of their skin. In fact if you want to they can sell you a cream that will lighten your skin. It's called "Fair and Lovely".

And if you use it along with other Dove products, well then there are no bounds to your real beauty.