Dove has now established itself as a brand that has an impressive ability of encouraging women to respect their natural beauty while also selling them beauty-enhancing products. While this was a courageous move from a brand selling beauty products, it also made Dove some sort of a brand of contradictions. Now Dove is pushing the limits even further ( yes, it is possible apparently) by essentialy saying that every aspect of its industry is a scam meant to trick women.
Inspired by the success of Dove Real Beauty Sketches, Dove released a new spot, the newest in a series of marketing stunts. We see women being offered an unbranded beauty patch which is suppossed to make them both feel and look better.
Dove Beauty Patch sets out to empower women by fooling them. Since this is an ad for Dove and not some science related experiement regarding the placebo effect, it’s clear that women end up feeling inspired by the stunt, rather than misled.
“Knowing that I don’t need something to make me feel that way—that it’s just who I am and it was hidden and now it’s not anymore,” says one woman, “that’s very empowering.”
While Real Beauty Sketches examined the differences on self image and reality by illustrating a contrast with which anyone could relate, Dove Beauty Patch comes as different take on the placebo effect. The ad leaves us with some questions: are women really so easily influenced? Is their self esteem so prone to being influenced? And even is this Dove ad is empowering women or is it calling them gullible?
We must admit that the concept is interesting, at least. But will Dove Beauty Patch be met with more than an annoyed eye roll? What do you think of this ad? Does it empower you?
Photo from adweek.com