The Dove Campaign for Real Beauty (you may remember from their advertisement ‘Onslaught‘) has launched an online initiative in Canada and the United States.
The Dove Movement for Self-Esteem Declaration asks women to complete a form on DoveMovement.com to build “a world where women everywhere have the tools to inspire each other and the girls in their lives.”
Going to the source… Dove is owned by Unilever
The Unilever corporation owns several brands, including Axe (Lynx), Lux, Slim-Fast, Sunsilk and Pond’s. Unilever has “the tools to inspire women and girls” – so what they have done with them?
Take a look at the three statements of the Dove Movement vision…
Dove Movement’s Vision:
A world where beauty is a source of confidence, not anxiety
Imagine a world
…Where every girl grows up with the self-esteem she needs to reach her full potential.
In India & Asia, Unilever sells skin-lightening creams under the Pond’s brand. Their storytelling advertisements pit women against each other as they compete for a man. Lightest skin wins the groom?
Imagine a world
…Where every woman enjoys feeling confident in her own beauty.
In an ad for Slim-Fast, a woman ridicules the “matchstick” nutritionist who suggests she take 6 months to get in shape. Because, she’s fat now!
Imagine a world
…Where we all help to build self-esteem in the people we love most.
The Axe ads are so notorious, do they really need to be explained? Video says it all…
So, what do you get when you sign the Dove Movement petition?
We’ll give you opportunities to mentor the girls in your own life, as part of a community of women from all over the world. We’ll alert you when important news on real beauty and self-esteem issues arise, and give you concrete ways to make a difference for the women and girls in your life.
That’s what you get, but what do you give?
Your demographics information is collected by Unilever. Age, location, email address, etc.
If you’re wondering if this is a “right hand doesn’t know what the left hand is doing” situation for a gigantic corporation, take a look at the press contacts for Dove Movement.
Noticed the #DoveMovement tweets?
In Canada at the campaign launch event, the hashtag #DoveMovement contained a lot of tweets like this one:
You mean, they avoid activities like letting somebody touch their hair?
This Sunsilk ad preys on girls’ insecurities:
It goes without saying that…
Criticism of Dove Movement is independent of criticism of beauty products, naked bodies, or fashion. It’s not face cream or sexy ads that are the problem with this campaign.
The problem is the hypocrisy of a marketing campaign telling North American women: “You’re beautiful. Self-esteem is important. The media is hurting your daughters!”
…at the same time that the same company actively contributes to advertising that attacks self-esteem.
There are charities listed as partner organizations for Dove Movement to benefit from the “Self-Esteem Fund”. A true commitment to corporate social responsibility would be for Unilever to lead by example and reduce the advertising they point fingers at in this hypocritical (and brilliant) Dove ad: