When I first saw this video, it reminded me of all the other commercials about the Dove Real Beauty Campaign. This video really strikes me to my real core because it touches an issue that I care about a lot. The way beauty is portrayed on the media is affecting negatively lives of teenage girls who still have to define who they really are. You would think that once these girls turn into women, they will stop worrying so much about their image and whether of not they are beautiful. However, the older women get, the more self-conscious about their image they become.
Dove Real Beauty Campaign came into place at the right moment given how big the issue of self-image has grown. I remember all those Dove videos (I posted one of them yesterday) and all the pictures I have seen before portraying what look like normal-looking women expressing their beauty in different ways. I am very sure that the idea behind this campaign is genuine because every woman, at some point or another, is affected by the images that her mirror reflects.
It’s great that Dove want to promote real beauty so that people can stop doing the impossible to look like some model who probably is either underweight or has had plastic surgery. Three out of four American teenage girls feel depressed, guilty and shameful after spending three minutes leafing through a fashion magazine — a magazine that probably features fashion models who, on average, weigh 23% less than the average American woman. It was very important that someone takes the first step to stop this.
However, I really find it very ironic that Dove does this real beauty thing, when her parent company, Unilever owns Axe, which is one of sexiest brands out there. Axe commercials always portray a young boy who, by using Axe, can attract those amazing-looking girls.
This video of Axe commercial is just an example of what is wrong today in the media. How women are portrayed is this commercial pushes other people to the edge. That’s is why many teenage have an image issue.
If we just look at these two videos, we can tell where the issue lies. I think that as part of Unilever CSR efforts, there is a need to reconsider the way Axe is portrayed on ads. It is important that Axe follows the steps of Dove and that the umbrella brand impose this on all sub-brands.
For me it’s a real paradox to see that Unilever would support two brands that seem to oppose each other when it comes to their views on what beauty is. The Dove Campaign for Real Beauty should serve as a clear message to body image activists – rhetoric about negative ads is not enough. We have to focus on the deeper economic sources that perpetuate (and profit from) negative body image. Besides, Unilever needs to reconsider its impact in society and how the portrayal of some of its brands can affect society, especially on a issue that seems to become more and more popular.