GREENWICH , CT, June 23, 2005 - Women strongly agree that "the
media and advertising set an unrealistic standard of beauty that
most women can't ever achieve."(i) More than two-thirds of women
globally expressed this viewpoint in a recent worldwide study.
Sadly, the impact is that only 13% of women are very satisfied with
their body weight and shape,(ii) only 2% of women around the world
consider themselves beautiful, and more than half of women say
their bodies disgust them.(iii)
Inspired by these findings, Dove , the global beauty brand, is
launching a new national advertising campaign today starring real
women with real bodies and real curves. The campaign is intended to
make more women feel beautiful everyday - celebrating diversity and
real women by challenging today's stereotypical view of beauty.
Six brave women - two students, a teacher, a manicurist, an
administrative assistant and a café barista dare to bare it,
facing the world in nothing but their underwear and a lot of sassy
attitude. Their images have not been altered or retouched in any
way. Their message: Stand firm and celebrate your curves!
Tackling the topic of body image is the next progressive step in
the Dove global Campaign for Real Beauty, the brand's effort to
provoke discussion and encourage debate about the nature of beauty.
Dove hopes to change the way women perceive their bodies, and their
beauty, by widening the definition of what it means to be
beautiful. The brand is using images of real women with real bodies
and real curves to accomplish this goal.
The latest ads support the brand's introduction of the new Dove
firming collection including Intensive Firming Lotion, Intensive
Firming Cream and Firming Body Wash*. These new products are
specially formulated to firm, smooth and make skin feel more
beautiful. The ads' engage women with clever taglines provoking
them to challenge beauty stereotypes: "Let's face it, firming the
thighs of a size 2 supermodel is no challenge," and "New Dove
Firming. As tested on real curves." A similar Dove execution met
with huge success when it debuted in Europe last year.
"Beauty is visual, but in most media images, it is the same
visual - the eye popping features and stunning proportions of a few
hand-picked beauty icons," states Nancy Etcoff, Ph.D. a professor
at Harvard University and director of the Program in Aesthetics and
Well Being at the Massachusetts General Hospital Department of
Psychiatry. "When only a minority of women is satisfied with their
body weight and shape in a society captivated by diet and makeover
programs, it is time for a change."
Dove launched the Campaign for Real Beauty in September 2004
with a much-talked-about ad campaign featuring women whose
appearances are outside the stereotypical norms of beauty. The
brand's commitment to inspiring positive self-image among women has
extended to initiatives that support a wider definition of beauty.
Uniquely ME!, a program developed by Dove and the Girl Scouts of
the USA, helps foster self-esteem among girls ages 8 to 17.
Beginning on July 7 through August 31, 2005, Dove will donate $1 to
uniquely ME! for every person who signs the Campaign for Real
Beauty pledge, up to $50,000. Log onto
www.campaignforrealbeauty.com to Stand Firm and Celebrate Your
Curves and help DOVE support this important cause.
"By questioning the accepted definition of beauty, we hope to
help women change the way they perceive their bodies and encourage
them to feel beautiful every day," said Silvia Lagnado, senior vice
The images were shot by one of the beauty industries leading
photographers, Rankin. They will appear in highly visible places,
including many of the top women's health and general interest
publications, to inspire women to think about the true meaning of
beauty. The campaign will also catch the attention of travelers
this summer appearing on giant outdoor billboards and throughout
major transportation hubs in Boston, Chicago, Washington, D.C.
Dallas/Ft. Worth, Los Angeles, Miami/Ft. Lauderdale, New York and
*The new Dove firming collection, along with the complete
product portfolio, is available at mass retailers nationwide.
About Campaign for Real Beauty
The Dove Campaign for Real Beauty is a global effort is intended
to serve as a starting point for societal change and act as a
catalyst for widening the definition and discussion of beauty.
Employing various communication vehicles - advertising,
www.campaignforealbeauty.com, interactive billboards, panel
discussions, and a Self-Esteem Fund - the campaign invites women to
join in the discussion about beauty and share their views of it
with women around the world. The Campaign for Real Beauty supports
the Dove mission: to make women feel more beautiful every day by
challenging today's stereotypical view of beauty and inspiring
women to take great care of themselves.