However, even
though Dove have seem to spend a lot of money, time and effort to launch the
campaign for real beauty there are many people who feel that the campaign is
all a sham. The campaign as received some huge criticisms about its real
intentions for launching the campaign as Unilever
(the owner of Dove) also produce a product called ‘Fair and Lovely’, a
skin-lightening cream aimed at dark-skinned women from different countries so
they can make their skin ‘Fair’ and in effect more beautiful, yet Dove try to
teach us that physical variation is what’s beautiful.
It was also widely distinguished that
Unilever also own the brand Lynx who’s advertising campaigns would seemingly
contradict the sentiment of the Campaign For Real Beauty. Furthermore, Unilever owns and markets
their AXE brand of hygiene products, where their campaigning staple is to
overtly sexualize women. The main advert where they overtly sexualize women is
in the ‘Lynx effect’ advert when an average male sprays lynx over himself to
find women come running along the beach towards him in their bikini’s (highly
out of his league) and start undo-ing their bikini tops. This strategy is
blatantly hypocritical in contrast to Dove's campaign for "Real
Beauty", as AXE exploits "idealized" female sexuality to market
AXE products towards young men. Although I feel there is no justification for
the ‘Fair and Lovely’ branding of products, Unilever
could validate that the reasons they use a complete deviation in terms of
marketing the Lynx/AXE products is that the targeted audience are a completely
different crowd as Dove is targeted at women and Lynx is targeted at men. At
the end of the day they have to sell a product and Unilever have noted that using this exaggerated marketing deploy of
over sexualizing women has made their Lynx products highly successful when
targeting males. Although this is a valid reason however this still would not
solve the problems of women with a lack of self-esteem and anxiety over their
flaws.A small minority of women will have the confidence to feel independent
and that they only have to be beautiful for themselves, however the fact is that the majority of the women
will want to feel attractive to the opposite sex. This is because it is built
into our brains to gain this attraction from the opposite sex from the very
beginning. Unilever may launch
thousands of campaigns and funds to boost the confidence of the women. If advertising
marketed at young men are still showing this perception of ‘idealized’ females
they will begin to think that the manipulation of advertisement and this
perception of idealized females is possible and achievable, then young men will
never understand the concept that Dove is trying to get across and will never
appreciate ‘real beauty’.
(on the page there
will be an image of the ‘Fair and Lovely’ product, a couple of examples of the
lynx adverts including a comparison between lynx and Dove)