Dove Real Curves
Campaign Celebrates Healthy Self-Image The wildly successful Dove Real Curves ad campaign targets a fashion demographic that has long been ignored by most fashion marketers - the ubiquitous curvy woman. Instead of using traditional skincare hand models and foot models with industry perfect body types and perfect manicures and pedicures, Dove took the bold approach and used real woman with real curves. With the predominance of fashion reality TV shows like "What Not to Wear", Tommy Hilfiger's The Cut", and Heidi Klum's " Project Runway", the marketing industry woke up to America's fascination with their next door neighbors' fashion sense. Dove has taken it to the next level by upholding the real woman in all her curves as just as beautiful as any stick-thin model. Most fashion obsessed women have pondered thigh cellulite, drooping breasts, flabby arms, and rotund backsides as enemies to fight, and quality age defying skincare as the weapon of choice to combat them. Dove's Real Curves campaign dashes the war imagery and replaces it with a healthier self-image, one of celebration and acceptance through the use of healthy skincare. Now when woman slather on skin cream to ease rough skin from sun damage, erase crow's feet around the eyes, cream for scars, or smooth out stretch marks, perhaps they will accept and even love life's impact on their bodies a little more. At the very least, Dove's ad campaign for Real Curves validates the ordinary woman's appearance. And now we can smile back at her just as confidently as she gazes down at us from billboards, buses, and television commercials. |
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