Why I Don't Believe In Dove's Campaign For Real Beauty

If you're like me, tired of all the tricks companies play in trying to convince people to buy their product, you'll be able to relate to this post.

Years ago, Dove, a brand of topselling moisturizing soap, created an ad campaign that they say encourages women to be comfortable in their own skin and ran ads that had models who looked more average in body shape and facial features, i.e., more average-looking compared to the usual ultra-fit and gorgeous models we see in other commercials. It's called the Dove Campaign for Real Beauty, a campaign that wanted to convince women to be confident and comfortable with themselves and the way they are. They even had what they called the Dove Self-Esteem Fund that downplays the Western concept of beauty of models with very little bodyfat and flawless skin in preference of being proud of however one might look, whatever shape she might be in.

Some have criticized Dove's marketing for being completely contradictory to the messages that other brands Lynx (Axe in the Philippines) and Fair and Lovely (skin whitening product marketed in different countries) send consumers. Lynx is criticized for consistently objectifying women, while Fair and Lovely is a product for women who want to do away with their dark complexion. All these three brands are owned by Unilever. While I also understand how inconsistent Unilever now appears having diametrically opposed positions depending on which kind of consumer is asking about it (be yourself for Dove target consumers, be thin and sexy for Lynx target consumers, don't be dark for Fair and Lovely target consumers ), something else became the deal-breaker for me. Actually, there are two deal-breakers.

It has become widely known, at least among more thinking circles, that despite all the confidence-building, patronizing and pandering the Dove brand has been able to do on a huge global budget, the immediate following years raised the problem that this campaign poses the following risks:

(1) the risk of completely removing the ASPIRATIONAL aspect that is important in making women spend more money on other beauty and personal care products; and

(2) the risk of turning the Dove brand into a soap brand for fat people.

How sincere was that, right?

Today Dove is back to focusing on moisturizing and price-offs, at least as far as commercials in the Philippines are concerned.

Well, now that that's out in the open, and we now know that the real beauty in Dove's Campaign for Real Beauty was actually photoshopped, I can't ask for a better nail in the coffin.

When consumers complain, companies should listen -- well.

While looking for additional information on underarm deodorants and antiperspirants, I stumbled upon an interesting comment thread.

It's about a specific variant of Dove deodorant formulated for people with sensitive skin, which as some users noticed seem to have been reformulated much to their "irritation".

What got my attention here is the story about how the product manufacturer, Unilever, responded to a user's complaint.

Here's the story from The Consumerist.

It's worth noting that most of the commenters on that thread we're really pissed about having a difficult time finding a deodorant that doesn't irritate the skin.
I think deodorant makers should seriously consider phasing out their antiperspirants in favor of milder deodorants.

Laines
August 11, 2010 9:52 AM
Moderate |Flag for review

I'm pissed about the changes in this product, also. It was the only one I had found that didn't leave my kid looking like a burn victim under her arms. We'll be searching for a new deodorant that doesn't have all the additives and perfumes.

If you happen to be an antiperspirant user, do consider switching to milder deodorants. Those antiperspirants are bad for you. Love your underarms. Don't kill your kili-kili.

Don't Kill Your Kili Kili

Do you love your armpits? I mean really love them like some other vital part of your anatomy like your head?

That's the unfortunate fact about our armpits. We don't love them enough to take really good care of them. We normally just notice them when they get all sweaty and smelly. By then, most of us would think the prudent thing to do is to shower our armpits with love through generous slatherings of antiperspirant.

I was like that too. I was a regular user of antiperspirants that is until I realized that the formulation of these products seem to be getting stronger and stronger.

The first time I ever used an antiperspirant I initially thought it was humanity's greatest invention. With just one application my armpits remained dry for at least three days. I thought what an easy way to keep my armpits all fresh, clean and dry. I also thought it was quite economical considering its promise of "24-hour protection."

That antiperspirant was indeed a Godsend for the first two days. No sweat indeed and of course no embarrassing odors. My satisfaction didn't last long though because on the third day my armpits became very itchy and tender. I also developed some small bumps. It was irritated to say the least.

I would later learn that commercial antiperspirants are bad news. I found out that armpit irritation was not uncommon among users of these products. As I researched more about it, I also learned that preventing armpit sweat was quite unnatural. By the way, did you know that sweat is naturally odorless and that it is not what is causing our armpits to smell like patis (fishsauce)?

I won't get into the details right now. If you want more information click on the links I will provide below.

I have since stopped using antiperspirants. I specifically avoid the one that promises "it won't let you down."

Nowadays, I just let my armpits sweat because that's more natural. However, I do use milder deodorants so I don't smell like a caveman.

There are lots of mild deodorants available in the market. You can easily find them at alternative health stores. Don't bother looking for them in groceries and supermarkets because you won't find them there.

In my case I buy mine from a neighbor who's into direct selling. Though priced a little higher than commercial deodorants, the deodorant my neighbor sells is the healthier option and, come to think of it, actually costs just about the same as commercial deodorants in the long run. One stick lasts for about six months under normal use. In one year, I just consume two sticks. If you want to know what deodorant that is click here.




And here are the links as promised.

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