Dove's authenticity appears to be fading fast. The brand's new 'Choose Beautiful' campaign, which asks women to place themselves in an "average" or "beautiful" category, is a little too corny and falsified.
https://www.youtube.com/watch?v=7DdM-4siaQw
There was a time when Dove’s brand message – beginning with the ‘Real Beauty’ campaign – was refreshing, and authentic. It turned age-old methods of advertising, which sought to objectify women, on their head. But now, as exemplified by the new ‘Choose Beautiful’ campaign above, the brand’s message has lost its authenticity. The video, which asks women to place themselves in an “average” or “beautiful” category, is corny, and it just doesn’t seem as real as previous campaigns. As others have pointed out, the brand is using women as “props” rather than subjects.
Is it time for Dove to change its message? We think so.
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