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Well, Dove's at it again. In their newest BEAUTY PATCH spot, Dove subjects a series of women to an experiment where they wear a special "Beauty" patch for two weeks. They are not told what chemicals are in the patch. At the end of the two weeks, they are told that even though they felt much more beautiful, the patch was a fake, it had nothing in it... In other words, beauty is all in your mind... Or as Dove says, "BEAUTY IS A STATE OF MIND." So what's up here besides making these sweet, ordinary ladies look a bit silly. Well, when one digs a bit deeper into this ad, one is struck be how bold and daring this ad is-- as much of Dove's work has been in the past. Bold and daring because at its core level, this video is deconstructing the whole multi billion dollars beauty business. In essence, Dove has paid for an ad that says that all beauty products are essentially worthless... So Dove is making a commercial and funding a huge ad campaign which in essence undermines all of its products. The subtext is this -- Don't buy Dove, don't buy any beauty products. They are all BS. All you need is to think of yourself as beautiful, and you will be... That's bold and daring... And so now, I await the ramifications... The ad is at 5 million views and counting... Will the anti-beauty product narrative hurt Dove sales or will its bold and daring nature supercede its meaning and lead to a bump in Dove sales? The answer will be a beautiful thing to see.
30 Comments
10/6/2014 01:51:20 am
Always has really good posts and topics please keep it uploads of blogs are going under lately from lack of new posts etc. 5/24/2015 08:28:08 pm
First of all, we should have the great desire to change ourselves, to become more attractive than ever. 8/6/2015 11:33:40 pm
A story is what Dove has given. In its several commercials, Dove has successfully talked about women and their beauty. I am not endorsing Dove. I am just saying that is successful on how it relates to women and connects to its beauty products. A simple narrative is its approach and, I have to admit, that whoever behind such a style has mounted an effective campaign to tell women story and catch the attention of the ordinary women out there. 5/25/2015 10:33:56 pm
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Have you any answers already? I love probably each of Dove's campaign. It always manages to hit a soft spot in every woman. Personally, i don't think the double-edge campaign that they had worked to their disadvantage. Personally, as a woman, I maybe pushed to drop all other cosmetics but I would still pick up Dove. Why? Because I think it's the most natural thing out there. I believe this is also how Dove position's itself. It's not a cosmetic but rather something that's good as natural that's so safe and gentle to use. 8/4/2015 08:05:13 pm
Yes I agree with you because my experience is not so good with it coz my skin became rough after I used it but I use Pears soap then my skin is very soft. 9/4/2015 07:53:32 pm
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I would still pick up Dove. Why? Because I think it's the most natural thing out there. I believe this is also how Dove position's itself. It's not a cosmetic but rather something that's good as natural that's so safe and gentle to use. 11/18/2015 05:40:01 pm
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