Dove has rolled out another marketing initiative that follows the same controversial pattern seen in previous campaigns: placing women in uncomfortable scenarios designed to evoke feelings of self-doubt, effectively showcasing their insecurities, and then subtly criticizing them for feeling this way—all while filming the entire ordeal.
I might be one of the few who isn’t enamored by Dove’s latest #ChooseBeautiful campaign. The approach of highlighting women’s vulnerabilities under a public lens to promote beauty products feels disingenuous and hollow. In truth, it offers little to no real empowerment for women.
The Experiment
The so-called “experiment” featured a pair of entrances to a building, one labeled “AVERAGE” and the other “BEAUTIFUL.” Hidden cameras captured various women’s reactions as they chose which door to walk through. One woman poignantly questioned, “Am I selecting based on the constant barrage of societal expectations? Or am I making a choice rooted in my genuine beliefs?” This resonates deeply; we are indeed inundated with images that make us question our self-worth.
We face relentless exposure to unrealistic, photoshopped representations of beauty, and instead of being judged for our intellect or character, we are scrutinized for our appearances. Now, we’re expected to prove that we’re immune to all this pressure, effortlessly deeming ourselves “beautiful.”
Questioning Empowerment
How is this campaign supposed to empower women? One participant was so uncomfortable that she chose to walk away rather than engage in the experiment. Who knows what she was facing? Perhaps she was heading to a critical appointment, feeling overwhelmed by the pressure of this bizarre social test.
Dove, this isn’t the answer. While I shed tears watching this campaign, it’s not because of some uplifting message; it’s due to the relentless scrutiny and judgment women face every day. The ad concludes with the statement, “Beautiful is a great word. So why not see what is on the other side of that?” However, I can think of several other powerful words—like strong, intelligent, and compassionate—that would have resonated more. If those were the labels displayed, I bet the women would walk through without hesitation.
A Call for Genuine Representation
Dove has successfully highlighted diverse races and body types in previous campaigns to illustrate that beauty comes in many forms. They should continue this trend rather than exploiting women’s insecurities—insecurities that advertising has often magnified—to sell their products. We are not mere subjects in a social experiment; we are human beings deserving of respect and genuine representation.
Further Reading
For those looking to explore fertility topics further, check out this article for helpful insights. Additionally, Aneden Grants for Fertility Assistance offers valuable information on financial support for fertility treatments. And for more in-depth discussions on pregnancy and home insemination, the Cleveland Clinic’s podcast on IVF and fertility preservation is an excellent resource here.
Conclusion
In summary, Dove’s recent campaign aims to provoke thought about beauty and self-perception but ultimately falls short by perpetuating feelings of insecurity rather than offering genuine empowerment.