Posts Tagged ‘campaign’

Redefining Beauty

There has been an interesting discussion brewing among my classmates about the distorted perception of beauty, and I was reminded of a video that — for me — had served as a reality check.

Constantly barraged with ads that hold us to an impossible standard of  beauty, it’s no wonder that we never feel satisfied with the way we look. According to Newsweek, eight- to 12-year-olds in this country already spend more than $40 million a month on beauty products, and teens spend another $100 million.

“Body dissatisfaction can lead to very real consequences—and a hefty debt. A lifetime of manis and pedis could cover four years at a public university; hair and face treatments would pay for a private college.”

That’s serious money. For impossible standards.

There is a growing need to redefine beauty, which is why the Dove Campaign for Real Beauty came as a refreshing change amidst the airbrushed faces and photoshopped bodies.

dove-grey-gorgeouspreview1The Dove campaign challenged stereotypes and inspired women to embrace their own beauty. Using real women to promote its products and intent on widening the definition of beauty, the Dove Campaign distinguished itself from its competition.

Their efforts were met with an overwhelming response because it was more than just about selling beauty products. It was about stimulating debate and inspiring action. It persuaded opinion leaders to rethink stereotypes, positioned the campaign as a dialogue and used real people as brand ambassadors.

The campaign worked. For it challenged the norm. Redefined beauty.

And proved that grey can be gorgeous.

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