REDEFINING
BEAUTY
sage is at odds with its products,
and that the company is capitalizing on women’s poor body images.
“[These products] could not
possibly exist if women actually as a demographic believed
the principles at the campaign’s
core,” Pozner told HuffPost. “Cellulite cream would not exist if
women believed they were beautiful and enough as it is.”
Pozner also expressed surprise
that Dove has not affected change
within its parent company:
If the stated goal of the Dove
Real Beauty Campaign is for
girls and women to understand that their power and
their beauty does not come
from a tube or an airbrush or
a cream, but rather from their
own personalities and power,
then the company would not
sell certain products that they
sell, and their parent company would not run some of
the most misogynistic ad campaigns in the past ten years.
While Dove does not release
sales figures, executives at Unilever suggest that the campaign
has boosted sales.
“We believe that conversation
HUFFINGTON
02.09.14
leads to brand love, and brand
love leads to brand loyalty,” Jennifer Bremner, brand director of
skin cleansing at Unilever, said
in an interview with HuffPost.
“That’s obviously a positive for us
not just in the power of the brand,
but also ultimately in sales.”
Bringing ‘Real Women’
Into the Picture
A few months after “Tick Box,”
Dove launched a billboard campaign that featured groups of
“real,” diverse women in their
underwear. One of the women
featured on the original billboards
“Until we get to a point in the
culture where the dominant
messages about girls and
women are not focused
on their physical bodies,
then we do need to actually
reaffirm a broader and more
innate, internal definition
of what beauty is.”
was Gina Crisanti, who was approached by a talent scout while
taking out the trash at her job at
a café. According to Crisanti, she
wanted to join the campaign to
help other women feel empowered
and confident in their bodies.
“I grew up not being happy with