Viral Beauty Campaign
Dove Self-Esteem Fund
"Talk to your daughter before the beauty industry does," is the new slogan Dove is using to promote their Self-Esteem Fund. This disturbing clip shows hypothetical beauty through the eyes of a young girl. Bombarded with unattainable media standards today, these are the images Dove thinks young girls, and even women, hold as ideals. The ad by Ogilvy Toronto goes through images of cosmetic surgery, eating disorders and obsession with exercise in an effort to show that all these approaches to attaining "beauty" are unnatural. The cosmetics company hopes to remind women that true beauty comes from embracing the woman you were born: bulges, spots, wrinkles and all.
Trend Themes
1. Inclusive Advertising - The use of diverse and realistic representations in advertising visuals, promoting positive body image and self-esteem.
2. Social Impact Marketing - Campaigns that aim to address social issues and promote positive change through their messaging and initiatives.
3. Promoting Authentic Beauty - Campaigns that challenge societal beauty standards and celebrate the diversity and uniqueness of individuals.
Industry Implications
1. Cosmetics - Cosmetic companies have an opportunity to shift their messaging to promote authentic beauty and self-esteem.
2. Advertising - Advertisers can embrace inclusive advertising and social impact marketing to connect with and empower their target audience.
3. Media and Entertainment - Media platforms and entertainment companies can take a stand against unattainable beauty standards and provide more diverse and realistic representations of beauty.