How magazine - Advertising for Change

Can a marketing campaign for a beauty product also mount an effort to improve women's self-esteem around the world? It's easy to be cynical, but Dove's Campaign for Real Beauty seems to be doing just that. The Flash video showing a model being transformed from ordinary to stunning (through the magic of makeup and Photoshop) really drives home the point that the perfect models we see in magazines and on billboards are much more ordinary than they seem.

Thought Provoking

Monday, October 16, 2006 8:27:20 PM (GMT Daylight Time, UTC+01:00)

Comments [3]

Tuesday, October 17, 2006 5:58:07 PM (GMT Daylight Time, UTC+01:00)

i think this campaign is wonderful

becca hill

Wednesday, October 18, 2006 1:01:52 PM (GMT Daylight Time, UTC+01:00)

I think it's a great campaign, at least in Canada (where I'm from). But when I arrived in Hong Kong, I was disappointed to see that the local "real beauty" campaign was far less representative of real beauty. Everyone fair-skinned and thin, just like the rest of the models.

Here's an image of an in-store display here: http://www.flickr.com/photos/selva/186242349/

Andrea

Thursday, March 13, 2008 10:44:35 PM (GMT Standard Time, UTC+00:00)

Ooo yes how wonderful. Until you realize Dove is owned by the same company that owns Axe. Interesting, no?

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