Thursday, July 14, 2005
Ad Campaigns Tell Women to Celebrate Who They Are
Dove - Real Beauty Campain
For too long,
Beauty has been defined by narrow, stifling stereotypes.
You’ve told us it’s time to change all that.
Because we believe real beauty comes
in many shapes, sizes and ages.
It is why was started the Campaign for Real Beauty
And why we hope you’ll take part.
Kudos to Dove and Bath & Body Works for being brave enough to take this on. It is about time! Instead of images of perfect hair, long legs and unrealistic bodies, the two companies are promoting their products with a message of "real beauty" by encouraging women and girls to celebrate themselves as they are.
"We wanted to debunk the stereotypical beauty stereotype that exists. We are recognizing that beauty comes in different sizes, shapes and ages," says Philippe Harousseau, Dove marketing director. Dove recently surveyed 18-to-65-year-olds in 10 countries about perceptions of beauty, and the results "seemed to be incredibly and increasingly narrow," he says.
Bath & Body Works is hoping to catch teens and pre-teens before they are immersed in today's celebrity-obsessed culture. Next month, it launches a line of shampoos and lotions under the licensed brand name “American Girl Real Beauty Inside and Out.”
Here are some startling statistics from Dove's study about real women:
- Only two percent of women describe themselves as beautiful.
- Sixty-three percent strongly agree that women today are expected to be more attractive than their mother's generation.
- Sixty percent strongly agree that society expects women to enhance their physical attractiveness.
- Forty-five percent of women feel women who are more beautiful have greater opportunities in life.
- More than half (59%) strongly agree that physically attractive women are more valued by men.
- More than two-thirds (68%) of women strongly agree that "the media and advertising set an unrealistic standard of beauty that most women can't ever achieve."
- Well over half of all women (57%) strongly agree that "the attributes of female beauty have become very narrowly defined in today's world."
Posted by Sheri & SuZan ::
9:04 AM ::
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