Dove is known for its positive media campaigns and advertisements of beauty and self-esteem in women of all ages. Dove's mission is to “change our ideas and the future generation's ideas of beauty.” By leveraging social media and other media outlets, they are helping to revolutionize society's idea of "true beauty". One of Dove's earlier campaigns, “Campaign for Real Beauty" showed women (with curves) boldly baring it all in all white undies. Dove campaigns, usually run while simultaneously promoting new product lines; which achieves both helping women love their own attributes while marketing their products. They have to make their coins too.
Dove's latest campaign, "Love Your Curls" has gained lots of media attention in the past week. It is aimed at women with curly or kinky hair. They want women to embrace their frizzy, curly hair! For this campaign, the company used little girls and their moms, aunts, and family members. The little girls were interviewed on camera about their feelings towards their curly hair. While it seems cute listening to the young girls talk, the sad truth is that they have already developed a negative sense of self-beauty.
I too could resonate with being a little girl as early as 6 years old, wanting long silky hair like many of my Caucasian peers. That’s exactly why I ended up getting a relaxer at the age of nine! I begged for it, after seeing that darn, “Just for Me” commercial. I wanted bouncy, long, flowing, hair too! I love that Dove is taking a stand against society’s view of what beauty is, and spreading it with meaningful, relatable, campaigns! I’ll put the Love Your Curls video below.
Now, I need someone to interview black women about wearing natural hair in corporate America, and how they’ve been inclined or told to change their hair texture for the sake of a job. Or even, how the natural hair movement that’s been going on for the past few years is affecting society’s standard of beauty.
So, what do you think about Dove’s “Real Beauty” campaigns? Do you believe they will evoke change?