Have you seen the newest Dove advertisement sweeping the Internet? After viewing it yesterday it made me realize I judge myself to harshly when it comes to looks. I'm going to go out on a limb and say we probably all do.
Dove Skin wants to change our perceptions. Their newest social campaign being launched across the web via Facebook, Twitter, YouTube and blogs hopes to a challenge women's personal critiques (while also increasing their sales revenue through instant and, oftentimes, free mass-market advertisement).
On Today.com, the vice president of Unilever's Dove Skin, Fernando Machado stated, “When you ask a woman to talk about herself, she kind of tends to focus more on the negative than on the positive, but funny how if you ask a women to describe a friend or someone else she will be more positive. That all goes back to the fact that women are sometimes their own worst beauty critics. And only four percent of them view themselves as beautiful. So this whole campaign aims to help contribute to change that statistic.”
In addition to focusing on women's self-esteem, the company also caters to the younger sect. Unilever offers the Dove Self-Esteem Tool Kit for girls and their parents in an effort to curb negative aspects in young girls' and young women's lives. The company's social mission is to discuss beauty, confidence and self-esteem. Anxiety about beauty begins at an early age, and can even keep girls from doing what they love. Dove believes, you can change that with a conversation.
Even as an adult, I struggle with the idea of being beautiful. I'm not sure why. Could it be the bombardment of beautifully edited photos gracing the covers of magazines or our nation's obsession with beauty products, plastic surgery and other devices to preserve youth and enhance cultural beauty? I don't have the answers, but I am moved Dove has taken a proactive approach when discussing what is beautiful in our society today.