Without a doubt, Dove's Real Beauty campaign was inspirational for portraying women in a new light. It contributed to a growing trend that supports all female body types and encouraged other brands to reject the typical definition of beauty. Although I believe the concept of this trend is outstanding, there are also good and bad ways to communicate the efforts. Dove, for example, created a very successful campaign. Others, such as The Body Shop, weren't so lucky...
First of all, I'm not sure what type of products or services The Body Shop offers, and this ad does little to make it clear. Secondly, the ad was banned for being inappropriate, and rightly so. After all, had someone else published an ad with a naked Barbie doll (small waist, long legs, blonde hair and everything), The Body Shop probably would have opposed the ad 100 percent. In addition, my mind was conflicted while trying to understand the messaging with this ad. Ultimately, the brand is trying to promote the "real" image of women rather than the "fake" supermodel one. Nonetheless, they use a fake doll to represent the world's real women. If fake represents real in their ad, why promote real over fake in reality? Maybe it's just me, but this is confusing...
Like I said, the concept of being transparent with real beauty is wonderful. Dove and several other companies have been able to successfully embrace the trend and use it to their advantage. Others, like The Body Shop, should probably go back to the drawing board.
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