Onslaught Indeed, Anyone Else Tired of Dove’s ‘Real Beauty’ Campaign?

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


Dove has unveiled a new chapter in its ongoing effort to hoodwink the conscientious consumer in need of a new bar of soap. Its “Campaign for Real Beauty,” like those of Benetton and The Body Shop before it, has been throwing up gorgeous billboards and television commercials featuring women of all shapes, sizes, and shades for years now. The message? Dove is different from other purveyors of beauty products; Dove cares for your skin as well as your well-being, as expressed by its honest portrayals of beauty in its various forms.

Dove’s new marketing strategy is to web-release ads that directly critcize deceptive representations of beauty. This past summer, the viral ad Evolution won a Grand Prix prize at Cannes. The minute-long film featured a woman’s face transformed through make-up and digital augmentation to an idealized face on a billboard wholly unlike the original. The spot concluded, “No wonder our perception of beauty is distorted.” Its sequel—Onslaught—which hit the web at the beginning of October, opens with a close-up of a guileless young girl, blissfully unaware of the pressure to be “younger, taller, lighter, firmer, tighter, thinner, softer,” followed by a fast-forward zoom through the debasing and all-too-prevalent beauty ads to which she will soon aspire. Through this campaign, Dove is taking a stand against such ads. Onslaught closes with this message: “Talk to your daughter before the beauty industry does.”

Good advice, if only it wasn’t coming from a company owned by Unilever, which also owns Slim-Fast and Axe deodorant, products that are pushed by those very ads that Dove is denouncing.

 

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate