TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
Dove Truly Inspires
By: Jessica MacKenzie
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
When turning on the TV, flipping through the pages of a magazine, glancing at a billboard, or turning your head 90º, media is throwing images of beautiful women wherever it has so much as one square inch of space. They believe that if they use these images of "perfection" to market their product, they will be successful. A lot of the time, they are absolutely right.

Society has sensationalized this concept of the "perfect" look. Tall, tan, toned, thin. Oh, and, of course, drop-dead gorgeous. Though most everyone knows the power of Photoshop, seeing these stunningly beautiful women plastered on every page of a magazine has taken a toll on the self esteem of women. Yes, we know about surgery, Botox, and Photoshop geniuses, but that doesn’t erase these images of perfection from our minds. Society has painted an unrealistic expectation to live up to that weighs heavily on women who aspire to be considered beautiful. And for all the men out there, that is pretty much every woman on earth.
 
Setting unrealistic goals only begets disappointment, and being disappointed in one’s self and self worth can be taxing on the self esteem. While other brands are continuing to perpetuate the plummeting of self esteem in women, Dove has set out to restore our faith in ourselves by wearing a brand that represents "true beauty."
 
Dove’s “True Beauty” campaign features real women who may not fit the mold of the photoshopped, airbrushed, size-zero women featured on lingerie commercials; Dove has embraced the concept of inspiring women to believe in themselves by becoming a brand that celebrates real women who come in all different shapes and sizes, but are nonetheless beautiful people. Dove speaks to the average woman by expressing that true beauty is not limited to someone with perfect hair and no wrinkles who fits into a size zero. Everyone is beautiful and Dove is spearheading the movement in breaking away from the temptation to use these stereotypically beautiful people to promote its brand; it’s empowering women of all walks of life to believe in themselves and realize their own true beauty.
 
By becoming a brand that breaks away from stereotypes and takes an active interest in helping its prospective consumers believe in themselves and be confident in their looks, Dove is tapping into something brilliant. It’s proud to wear its brand, and consumers love the message. By wearing a brand that inspires consumers’ self esteem, the company is creating a new and improved way of connecting with its customers and leaving competitors in its wake.


Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author
Jessica MacKenzie is an Advertising Account Executive with five years of experience. She graduated from the University of Georiga with a Bachelor's degree in Journalism with a concentration in Advertising. 
Beneath the Brand on

Advertise on Beneath the Brand
Return to Top