Is Beauty Always in the Eye of the Beholder?
It’s an extended-length ad, selling something, although the products are only mentioned at the end. But its message is clear — "women are too often their own worst critics," as The Guardian puts it.
Dove’s latest effort in its Real Beauty campaign, Real Beauty Sketches, is an online-only film depicting drawings made by a forensic artist. Each participant, from behind a screen, describes herself while he draws. A stranger, also behind a screen, then describes the participant and another sketch is produced. Shown side-by-side, the drawings differ widely; the strangers’ instructions all portray a more attractive woman.
Within a week, a three-minute version had been viewed more than 26 million times on Dove’s YouTube channel; a seven-minute version was up to 1.7 million views, according to Businessweek.
Dove’s website showed all the participating women not seen in the ad, with photos alongside the two sketches that were made for each.
![[Image: Dove Real Beauty Sketches]](/public/images/discussions/16747/dove-sketches-still.jpg)
Opinions vary widely, from being seen as a moving tearjerker to a cynical variation on women’s negative perceptions of their appearance. Dove’s Facebook page featured predominantly favorable comments, but one suggested Dove "stop pseudo-psychoanalyzing us in an attempt to make more profits."
Author Jean Kilbourne, who has studied images of women in the media and pop culture for decades, told The Guardian, "We always lack something, and advertisers can’t wait to inform us that one product will make all the difference."
Speaking to The New York Times, Fernando Machado, Dove Skin’s global brand vice president, maintains the mission is "to create a world where beauty is a source of confidence and not anxiety."
Among the fans, journalist Lianna Brinded in The Independent called it a "game changer" for advertising. She wrote, "It doesn’t say that being beautiful is an important asset to have, it is saying being happy in yourself and not worrying about conforming to an idealized beauty is the key to enjoying your life."
The Guardian’s Heather Long wrote, "We know that marketing is false. Yet we are too quick to blame our own shortcomings, as if we were the only ones out there who don’t fit the superwoman, supermodel mold. … Dove put a crack in that veneer."
- Dove Retail Beauty Sketches – Dove
- Ad about women’s self-image creates a sensation – The New York Times (Tiered sub.)
- Dove’s real beauty sketches ad deserves some praise – The Guardian
- It’s an ad, but Dove’s Real Beauty campaign is a gamechanger – The Independent
- How those Dove "Real Beauty Sketch" ads went viral – Bloomberg BusinessWeek
- Dove’s fake new "real beauty" ads – Bloomberg News
Discussion Questions
What is your reaction to the Real Beauty Sketches campaign? Do you agree that it is a game changer in advertising for women? What lessons for non-beauty brands can be taken from the strong reactions to the campaign?
I think this is a smart campaign for Dove. The brand is a default choice for many women, but Unilever knows they shouldn’t mess with the core products and they can only gain so much growth with their line extensions. It’s a matter of maintaining loyalty year after year, building it out slowly, generation after generation. Associating the brand with “feeling good about yourself” is a perfect way to accomplish that.
The only aspect I think they fell short on was their choice of women in this ad. Sure, they’re a bit older than your traditional models, but they still adhere closely to society’s definition of classic beauty. It seems a bit disingenuous and reveals that corporate is obviously not willing to push the idea too far.
I think it was a very moving video. I have shared it with my contacts as I think its a great confidence builder for women of all ages. I would show this to a friend who was feeling down about her looks.
Dove’s ads, including some of their previous campaigns, have definitely been game changers in advertising geared at women. This has been my favorite so far; it’s a mini-documentary on perception. I saw the video a few weeks ago and have to admit I haven’t followed the reactions, but the overall lesson for any product is that companies should listen to their customers and make changes accordingly.
Story telling with meaningful content is highly appreciated by the viewers and listeners. In the past consumers were compelled to listen to 15 – 60 second commercials with information of varying relevance. This was expanded to infomercials that are repetitive and loaded with subliminal high pressure sales effort. Aided by the low play costs of the internet, social media provides a more relaxed and inventive presentation using non celebrity actors and actresses for a one to one effect with immediate consumer feedback. The use of the new information technology opportunity is open for inventiveness and Dove’s management team seems to get it. This is a fine example of innovative messaging and I hope it continues from Dove and others.
This is a fascinating piece of video. On first look it seems to convey a positive message about self-esteem. But looking deeper I find the set-up a bit troubling.
We are asked to assume that the forensic artist is absolutely consistent and free from any innate bias that results from sketching the same described person twice.
The individuals who describe meeting the sketch subjects may be favorably disposed by the situation. What if they were asked to describe threatening or dishonest individuals? Would the sketches be equally flattering?
Finally, the sketch subjects were all relatively attractive, poised women, well dressed and made up (my unscientific opinion). If they were shabby or unkempt, how would they be described and portrayed in the second sketches?
On reflection, I think the Real Beauty Sketches video deserves some merit for the discussion it starts. It’s a thought-provoking demonstration, but it’s not research.
Cynicism be gone! I hope there is an award category, somewhere, from some organization, for this communication format. Long ad? Short film? Sundance? Polish up the trophy.
My father based his Master’s thesis on Dr. Maxwell Maltz’s book, “Psychocybernetics.” Maltz was a cosmetic surgeon, and his book explored the psychological impact of surgery on self-image and the reasons and emotions associated with those feelings. Including the principles from the book in his teaching, Dad went on to be a school counselor and psychology professor. And, naturally, my brother and I were raised with an emphasis on Maltz’s ideas. His mantra was, “You are who you think you are. Who will you be?” My brother turned out great. My friends would question whether I did.
The idea for executing Dove’s exercise in self-image is absolutely brilliant, and would only work in long format. It is so tasteful and kind. Yes, a game changer.
My first reaction was that it was very well done. It’s more of a documentary than a commercial except we must realize these are only actors and its a created scenario, designed to sell products rather than a real documentary. I don’t think it’s a game changer.
Other companies have done similar type skits, like financial services. I think the only difference between this skit and ones previously done by other companies is that this one went viral. The lesson learned is going viral is more important than the message.
The cynicism expressed is not surprising, but is completely off-base. It is a beautiful piece with an extremely important message for all women. Of course the people at Dove want to inspire a connection between this emotive piece and their brand, with the end goal being selling more of their products. This in no way diminishes the power of the message, nor the kudos they receive for pushing the message so effectively.
Great brands that last in the massively connected world we live in will be those that connect their commercial proposition to authenticity and meaning.
This is brilliant!