Real Beauty - Dove and Nike - Inventive Marketing
By this point, you have all seen the Dove Real Beauty Campaign.
The idea of the campaign is simple really; other advertisements for beauty products make women feel ugly! In my opinion, Dove was REALLY smart about this campaign...heck, it worked for me.
Think about it, how many women look like the picture perfect models in advertisements for beauty products?
That’s why these real women, whose measurements are not typical of models.
This campaign covered not only women with a variety of "measurements" but also women with varieties of skin colors, hair types, etc.
Look at this one, featuring the perfection of having freckles.
Or this one, where curly hair is beautiful.
How about this one where you are beautiful at any age?
Who says wrinkles aren't wonderful?
Then there is this one... Oversized and outstanding and gorgeous and gray.
I was living in Chicago when this campaign first made headlines two years ago, and being so busy with work, I wasn't exposed to the tv and magazine ads as much as I was to bus ads and billboards like these below.
If you go to the website, campaignforrealbeauty.com , like I did, you will learn that this billboard below (one I saw in Chicago) is of Julie who is from Bellmore, New York, teaches kindergarten and loves eating pizza.
The website takes you into these womens' lives and why they love who they are. The site is still covering the first campaign as well as the new ones.
Now what about Dove's newest Real Beauty Campaign? Dove has most recently started, and quickly stopped, promoting their Pro-Age line. Six very brave and proud age 50+ gorgeous women did their calendar girl pose in the nude, quickly to discover they can't air because they show too much skin.
Meet Mary, age 64, mother of 4, grandmother of 5, who believes age is only a number and that she has earned all of her wrinkles, and is proud enough to show them to the world.
And this is Diana, mother of 2, works as an alternative therapist and is just growing to love her body and is willing to show the world.
Can you believe it has been banned for nudity?
What do you think about the whole idea of real beauty in advertising?
Nike liked it...they too use "real" women in their promotions.
This reads: My butt is big... And round like the letter C ...And ten thousand lunges... Have made it rounder... But not smaller... And that's just fine. ..It's a space heater ...For my side of the bed.... It's my ambassador ..To those who walk behind me ...It's a border collie ...That herds skinny women... Away from the best deals At clothing sales... My butt is big... And that's just fine... And those who might scorn it...Are invited to kiss it...Just do it.
A couple others from the same campaign.
Well, any thoughts on Dove? What about Nike? What is your overall feelings on not using the expected supermodel in ads?