So normally I’m all about the Dove Real Beauty campaign and all of the advertisements that come along with it. But I have to say, after watching their new ad, “Beauty is a state of mind,” I left more than disappointed.
In my opinion, Dove has always done a fantastic job with helping women to appreciate their unique beauty while simultaneously selling them a line of products to make them more attractive. This is a task that could very easily turn corny, yet until now, it has not. Up until this most recent Dove commercial, I have found the brand’s campaign nothing short of inspirational.
In the ad, women meet with a psychiatrist who prescribes them a “beauty patch” that is claimed to help make women look and feel better about themselves. A beauty patch? Really? Of all the things they could have come up with, they came up with a beauty patch? To me it just seems like Dove got lazy after the crazy amount of applause they received after their previous ad, the Real Beauty Sketches.
What is even more frustrating was the women’s responses to this “miracle patch.” The ad is just so predictable; of course the women involved in the “experiment” feel a thousand times better about themselves, promising to toss aside the crutches of products that claim to reduce the impact of aging and other inevitable forces (Griner, 2014). One woman even claimed in her follow-up appointment that wearing the beauty patch had “definitely been a life-altering experience.” After participants were told that there was actually nothing in the beauty patch, one woman said “knowing that I don’t need something to make me feel that way-that it’s just who I am and it was hidden and now it’s not anymore…that’s very empowering.”
Maybe this is just me, but I found this ad rather insulting to women as a whole. I feel that Dove is basically calling us gullible, that a placebo with the least scientific name ever could actually improve the way women feel about themselves in a matter of weeks.
Griner, D. (2014, April 9). Ad of the Day: Dove’s ‘Beauty Patch’ Seeks to Empower Women by Fooling Them | Adweek. Retrieved April 9, 2014, from http://www.adweek.com/news/advertising-branding/ad-day-doves-beauty-patch-seeks-empower-women-fooling-them-156895