Whilst I understand your initial reaction to the seeming hypocracy of the campaign, I don’t think it’s entirely without good cause. Yes, Dove is still a brand and yes, it relies on an inadequacy to sell it’s products, and it’s main aim in advertising IS to sell. On the other hand, low-self esteem and the quest for self-imporvement are not entirely linked. I think there’s a difference between wanting to appear healthy (which feeling/looking younger is, to be honest, a major part of) and looking a specific ‘right’ (especially unrealistic) way.

I also admit the debate about ‘real’ women is highly questionable. On a wider scale, although it aims to comfort women pressured to conform to extreme practises such as surgery and diets, it still ultimately focuses on creating an ideal which women are then either included in or excluded from. In other words, is a woman less of a woman because she has small breasts? If she chooses to get breast implants, does she becomes more of a woman (by adopting a ‘traditional’ figure) or less of a woman (by altering her natural female figure)? And on a smaller scale, what about other women, such as transexuals, women who have undergone a hysterectomy, are infertile, or opt for ‘male’ activities, behaviours and gestures?

I do however find some positive aspects from the advertising campaign. Having had a body ‘deformation’ (a large surgery scar resulting in an unsuaual muscle arrangement) almost my entire life, it is comforting to be reassured by a cosmetics company that it does not affect how ‘beautiful’ I am.

Perhaps the issue is our definition of beauty? surely the majority of cosmetis are not orientated around beauty but ‘prettiness’ ? There is a difference between the two, as the way I look at it, there is something beautiful in everything, or perhaps the ‘essence’ of a thing, it’s reality. Many disgusting or deadly or even plain things can be found beatiful though not necessarily ‘pretty’, e.g. I think sharks are beautiful deadly creatures but they are defintely not pretty, whereas a butterfly is both beautiful and pretty. I’m unsure what others would have to say about this though.

Recently, their new campaign for Pro-Age products completely blows my mind. If Dove published a book or calendar with their ads, I’d buy it (specially if the book donated to a non-profit organization). Currently I have a real women ad from Brazil on my wall.

For me the message is simple (as it is for Erica), love our bodies for how they are and nourish them. Last but not least, Dove has in me a loyal customer. First, even though some of their products are more expensive, I prefer to support Dove. Second, I admit that I don’t like some of their products, but when something looks good, I don’t hesitate to buy it and try it out. If I like it, I come back for more. I’m hooked and I really want more and more of this kind of advertising (from other companies too).

Your comments are well taken. I very much hope that you are correct about the Dove brand and the Campaign for Real Beauty. It would be great if an important cause and a classic brand could support each other.

Charles Caleb Cotton once wrote the following:
“ [To] inspire a woman with love of you, fill her above the brim with love of herself; all that runs over will be yours.”

Dove is doing just that.

In your post you state that Dove is still communicating a message of “improvement.” Once again I disagree. The message I hear loud and clear is this “Your imperfection makes you perfect. You need not strive for any false measurement of beauty or perfection. Love your body and your skin for exactly what it is – exactly who you are. And treat that body/skin well (of course, with Dove products…)

I’m a big fan of your blog and tune in regularly. I’m grateful for your well-stated arguments and positions, which are worthy of my time even when I may disagree.