Jeremy Gutsche — May 10, 2007 — Fashion
References: brandrepublic & daveibsen.typepad
As part of their 'Real Beauty' campaign for the Dove brand, Unilever has replaced size zero models with closer-to-reality, larger sized models. They're using the Body Mass Index (BMI) as and indicator of 'healthy' body weight guidelines and sticking to this when choosing models for their Dove brand.
Implications - The company is taking it one step further by instructing all of its brand directors and agencies to agree to the new BMI rule. Unilever will only use models that fall between 18.5 and 25 on the BMI scale for its advertising campaigns. Using healthy-looking models is a great way for consumers to connect with the ad because it is more realistic.
Implications - The company is taking it one step further by instructing all of its brand directors and agencies to agree to the new BMI rule. Unilever will only use models that fall between 18.5 and 25 on the BMI scale for its advertising campaigns. Using healthy-looking models is a great way for consumers to connect with the ad because it is more realistic.
Trend Themes
1. Size Inclusive Advertising - The ban on size zero models by Unilever signals a trend towards using larger sized models in advertising campaigns, promoting body positivity and inclusivity.
2. Healthy Body Image Promotion - Unilever's use of the Body Mass Index (BMI) as a guideline for choosing models promotes a trend towards promoting healthy body image in the fashion and advertising industries.
3. Realistic Representation - The shift towards using models with BMI scores between 18.5 and 25 showcases a trend towards realistic representation in advertising, moving away from overly thin ideals.
Industry Implications
1. Fashion Industry - The fashion industry can capitalize on the trend towards size inclusive advertising by featuring larger sized models in their campaigns and showcasing a variety of body types.
2. Advertising Industry - The advertising industry can take advantage of the trend towards promoting healthy body image by developing campaigns that celebrate diversity and challenge traditional beauty standards.
3. Body Positive Movement - The body positive movement can benefit from the trend towards realistic representation by collaborating with brands and advocating for the use of models that reflect diverse body types.
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