Veet can relax now that everyone is angry at Dove

https://www.youtube.com/watch?v=EGDMXvdwN5c

It seems that the next in line for a slapped wrist after Veet is Dove for its latest “real beauty” campaign.

Basically, Dove invites a group of women to be part of an experiment that involves wearing a “beauty patch” called RB-X that supposedly enhances how women perceive their own beauty. The  women involved are instructed by some sort of psychologist to leave it on for 12 days, and keep video diaries recording how they feel over time. The video diaries are not dissimilar to those unbearable gushing video diaries (9:10)  that Beyonce uploaded where she cries into the camera thanking God for her unique talent.

By day 15, the participants magically transform from feeling old, unattractive, and uncomfortable and express a new found confidence. “One of my co-workers said I looked pretty and that was really cool”, one of the (really beautiful) women says, eyes sparking into the camera.

Following 12 magical days, the women are called back to assess the impact of the patches with the psychologist (who I distrusted from the opening, with her pursed lips and clipboard). Each woman reports that the patch has been a life altering experience. It is clear that the women’s lives have changed for the better; the participants are now miraculously comfortable in their own skin. One by one, the oblivious women are told to look at the contents of the patch. Turning over the packaging, the word “nothing” is revealed. The patch is a placebo. Cue lots of crying and revelations about one’s inner beauty. (Not one woman brought up being lied to, which is bizarre).

The “real beauty” campaign itself is an extremely clever advertising tactic. Dove’s campaigns have always worked  because they manage to profit off making women embrace their natural beauty whilst selling them products to make them more attractive simultaneously. However the beauty patch campaign has been accused of painting women as desperate and gullible, which probably isn’t the best way for Dove to advertise their products. It creates a buzz which increases brand awareness, but the credibility of the message is now being widely debated, which will have a negative impact.