Marketers in Glass Houses
So the much-anticipated follow-up to the now iconic Dove “Evolution” video has hit YouTube and undoubtedly, email inboxes everywhere. If you haven’t already seen the new “Onslaught” video, don’t worry—you will, it’s only a matter of time. But before I start venting, some disclosure: I run the beauty practice here at DeVries and count some of P&G’s largest beauty brands among my clients – P&G being, of course, one of Unilever’s arch rivals in the personal care space.
With that out of the way, let me be clear that I’m posting here not on behalf of any of our beauty clients, but as someone who’s watched the Dove Campaign for Real Beauty with great professional and personal interest since its inception. I am, after all, a woman who has been an avid consumer of beauty products for…well…let’s just say many years. And I’m a mother – albeit of a son – and like any other parent with a brain and a heart, I’m of course concerned about how we nurture the development of self-esteem and positive self-image in our children in this crazy, media-saturated culture.
Look, as a woman, how could I not admire a company standing for self-esteem? I’m all for loving yourself, flabby tush and all. And as a PR pro, it’s hard not to admire brands taking bold stands and investing in ideas that are first and foremost about building equity – not necessarily generating short-term sales bumps. I could handle the chicks in their underwear and the freckled girl on the billboard in Times Square and even the naked grannies. But Unilever, with “Onslaught,” you’ve gone too far. You know why? You’re accusing the beauty industry of crimes that your own brands have been – and currently are — perpetrating. You’ve been treading on thin ice from the get-go – I’m certainly not the first rocket scientist to point out that you were still hoping your celebratory underwear gals were JUST insecure enough about their cellulite to buy your firming cream, right? But how can you warn parents to “talk to their daughters before the beauty industry does” when other Unilever beauty brands are sending those messages, too?
Am I wrong? Check out the “Beauty and Style” page at the Unilever website right now to find out how YOU, imperfect reader, can get “Oscar-worthy hair” just like Nicole Kidman, Mischa Barton and – wait for it – Paris Hilton. And no, I’m not going to hyperlink you over there because I’m too cranky. Google Sunsilk or Ponds and you’ll see what I mean.
I’ve been trying to see the glass half full when it came to the Campaign for Real Beauty – seeing its successes as a galvanizing inspiration for women everywhere and even for PR professionals frustrated with their own inability to sell similarly big, risk-taking campaigns to their clients. But it’s tough to see anything as half full when the only glass I can see right now is the glass of the house from which Unilever has lobbed this particular round of ammo.
Stephanie Sage Smirnov
EVP Beauty, Health & Wellness Division
October 9th, 2007 at 4:24 pm
As a graphic designer on several P&G health and beauty accounts, I too have been following Dove’s campaign closely, but I tend to see the glass as half full. The campaign isn’t perfect, and in fact it is full of inconsistencies and hypocrisies, but nothing in life is perfect. There are two things I love about this campaign: It had helped improve some girls self esteems and it catapulted an advertising trend towards showing healthier models and healthier attitudes.
Many girls may see through the transparencies of this money making campaign and not think twice about it, but for many it makes them stop and think and talk to others about body image. Dove deserves credit for just starting the conversation.
Since the start of the Campaign for Real Beauty, many other brands have jumped on their bandwagon and every time a brand does, that is one less unhealthy model women have to look at. Kudos to Dove for taking the first plunge.
While Dove may be full of hypocrites and just in it to make money, at least they are making a positive difference, instead of a negative one. That is why my glass is half full.
Thanks for the intriguing article Stephanie.