Thursday, 23 November, 2017

Skinny, fat or 'bucket'?: Dove's body-shaped bottle ad backfires

Skinny, fat or 'bucket'?: Dove's body-shaped bottle ad backfires Skinny, fat or 'bucket'?: Dove's body-shaped bottle ad backfires
Ron Matthews | 10 May, 2017, 02:37

The Unilever-owned bodycare brand launched six limited-edition "Real Beauty Bottles", which are created to "celebrate the many shapes and sizes of beauty". But their recent campaign for "Real Beauty" has been a major flub.

Dove has been a champion of women for the last few years, focusing their advertising on things like building young girls' self esteem and letting moms know that they're perfectly imperfect (and that's okay!). Twitter was overloaded with people passing off the new campaign as out-of-touch, with some even facetiously declaring that Dove has solved all body shaming issues. In a statement Dove said, "Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition".

- chekov's mankrik (@vrunt) May 8, 2017@FastCompany @Dove These are only realistic body types for The Muses from Hercules. Many made fun of the fact that the bottles in no way look like women, while others compared their own bodies to other products, such as syrup bottle Mrs. Butterworth's. In the iconic drugstore brand's latest #RealBeauty campaign, it features a lineup of body washes that oddly resemble the Kardashians. Others point out the exaggerated shapes don't really represent bodies. "Thankfully, many women are fighting with us to spread beauty confidence". There are six in total, ranging from tall to short, curvy to skinny.

"Every woman's version of beauty is different and, if you ask us, these differences are there to be celebrated", Dove said in a statement on its United Kingdom website. "Women don't need to be categorized".

The Dove website did not say when or exactly where the bottles would be available. It's just not that empowering to overhaul the ideals of feminine beauty: We're never going to find all people and bodies equally attractive, no matter how many commercials feature women getting teary-eyed after embracing their own outer beauty.

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