Dove's New Campaign Focuses on Something Other Than Beauty
Mishal Omar — June 29, 2016 — Marketing
References: refinery29 & mashable
Dove has long been a proponent of empowering women and promoting body positivity and it has had several feminist campaigns that aim to do so. The personal care brand's new campaign aims to divert the focus on women's beauty to their accomplishments.
The '#MyBeautyMySay' advertisement features women from a variety of backgrounds with occupations that include boxing, law, blogging and modelling. Each of these women talks about the comments they have received linking their beauty to their achievements, or assuming that failure will be a direct result of their appearance. Each of these women "transcended the stigmas held against them," revealing that they were stronger than the archaic perceptions that try to hold them back.
Feminist campaigns such as the one initiated by Dove are crucial in changing the narrative around women and their accomplishments by slowly shifting the tendency to focus on women's appearance rather than who they are.
The '#MyBeautyMySay' advertisement features women from a variety of backgrounds with occupations that include boxing, law, blogging and modelling. Each of these women talks about the comments they have received linking their beauty to their achievements, or assuming that failure will be a direct result of their appearance. Each of these women "transcended the stigmas held against them," revealing that they were stronger than the archaic perceptions that try to hold them back.
Feminist campaigns such as the one initiated by Dove are crucial in changing the narrative around women and their accomplishments by slowly shifting the tendency to focus on women's appearance rather than who they are.
Trend Themes
1. Shifting-beauty-paradigm - There is an opportunity for businesses to embrace a shift in the beauty paradigm by focusing on women's accomplishments rather than appearance.
2. Empowering-female-achievements - Creating campaigns that empower women by highlighting their achievements instead of perpetuating stereotypes can reshape societal perceptions.
3. Changing-narrative-women - Changing the narrative around women and their accomplishments is an important societal shift that can open up new markets and opportunities for businesses.
Industry Implications
1. Personal-care - The personal care industry can disrupt traditional beauty standards by developing products and campaigns that celebrate women's achievements.
2. Advertising - Innovative advertising campaigns that challenge societal norms can disrupt the industry and create a new trend in empowering women.
3. Fashion - The fashion industry has the opportunity to redefine beauty standards by showcasing diverse female achievements and breaking away from traditional stereotypes.
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