Friday, March 31, 2006

Bring back the real women

We’ve all seen it or heard of it. Ogilvy and Mathers Campaign for Dove has boldly redefined beauty in a category where quintessential was essential. No one needs to look at the sales figures to establish the campaigns success.
So was it true that women do indeed relate and aspire to these women a lot more than the Cindy’s and Gisele’s?
The campaign is about accepting yourself as you are. However, I can’t help but think that it’s also about being real in a product category that revolves around escaping reality.Take the women second from the right; are not 9 out of 10 women that size on a diet, will women that size actually aspire to stay that size anytime in the near future?The dove campaign is riding hard on the buzz of women’s negative sentiments toward their portrayal in the media and their feelings of inadequacy as a result of it.
The question is…do women actually identify and aspire to be like these women?
Or is the success purely based on the decades of the medias unattainable catwalk representation of women?If the later part is correct and doves success is dependant on a history of archetypal imagery will it work in places that have not been exposed to such heavy bombardment of the supermodel image?So will the campaign for real beauty work in the GGC?
If indeed the crux of the campaign is its ‘relatability’, for lack of a word, then the answer should be yes.

My moneys on Olay


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