Dove’ s“ Campaign for Real Beauty” tapped into this emerging crowdculture by celebrating real women’ s physiques in all their normal diversity— old, young, curvy, skinny, short, tall, wrinkled, smooth. Women all over the world pitched in to produce, circulate, and cheer for images of bodies that didn’ t conform to the beauty myth. Throughout the past decade, Dove has continued to target cultural flashpoints— such as the use of heavily Photoshopped images in fashion magazines— to keep the brand at the center of this gender discourse.
Old Spice taps the hipster crowd. The ideological battle between the laddish view and body-positive feminism left untouched one other cultural opportunity in the personal care market. In the 2000s, a new“ hipster” ideology arose in urban subcultures to define sophistication among young cosmopolitan adults. They embraced the historical bohemian ideal with gusto but also with self-referential irony. Ironic white-trash wardrobes( foam trucker hats, ugly Salvation Army sweaters) and facial hair( waxed handlebar mustaches, bushy beards) became pervasive. Brooklyn was chock-full of lumberjacks. Amplified by crowdculture, this sensibility rapidly spread across the country.
Old Spice branding piggybacked on hipster sophistication with a parody of Axe and masculine clichés. The campaign featured a chiseled, bare-chested former football player, Isaiah Mustafa, as a huckster for Old Spice—“ the man your man could smell like.” The films hit the hipster bull’ s-eye, serving up an extremely“ hot” guy whose shtick is to make fun of the conventions of male attractiveness. You too can be hot if you offer your woman amazing adventures, diamonds and gold, and studly body poses, all with aggressive spraying of Old Spice.
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