Real People, Real Beauty
February 6th, 2006 Zeid Nasser (Admin)
You’ve probably heard of this ground-breaking campaign in the United States, which is now going global with new ‘real models’.
The idea is simple: advertisements for beauty products make women feel ugly!
Let’s face it, how many women look like the picture-perfect models in advertisements for beauty products?
That’s why the inclusion of real women, whose ‘measurements’ are not typical of models will show that they too are beautiful.
A global study by Dove, covering 3,300 women in countries like the USA, UK, Japan, Germany and Saudi Arabia, supports this.
In fact, the results for Arab women has convinced Unilever Arabia to launch the campaign in the Middle East. Apperantly, nine in ten Arab females revealed they are unhappy with their physical attributes. The study has also shown that 46% of young Arab girls, whose ages range from 15-17 years, wished they would see more girls and women in the media that looked like them.
Interesting!
Entry Filed under: Brands, Campaigns, Creative, International
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2 Comments Add your own
1. Pheras | May 8th, 2006 at 6:40 am
I really don’t mind such an idea. I prefer the next door girl look anyway. But it’s stupid for women to actually think those models are beautiful, most of it is basically make up, have you guys ever seen Oprah without makeup? She’s ugly!
Beauty is all about imperfections. A perfect face is nice to look at, but it just stops there. Authentic looks are much more appreciated and appealing.
I just love it when companies start caring for their customers and try hard to establish brand loyalty based on trust and care. Adds a bit more humanity to their ads.
2. Caryn | March 15th, 2007 at 5:05 pm
i LOVE the idea. I think it’s important that girls (especially ones between 15-17) see that there’s more out there than tiny waistlines and huge breasts. (which by the way would look terrible as it’s unporportioned)
There’s a saying out there that goes “The bone is for the dog. The meat is for the man”
And to be honest, i’m not very thin i weight about 170-175 and i’m always getting self concious but I dare anybody to tell me i’m ugly. I get just as much attention from guys as a skinny chick would. I’ll admit it makes me feel a bit more confident.
It’s just so much nicer - make-up or not - to see REAL full grown and pleasently plump females out there and in the open. Finally there are actually WOMEN in ads.
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