Women feel constantly under pressure to meet society’s “beauty standard.” From cosmetics to fashion, brands play a major role in how this “beauty standard” is defined and perceived. More often than not, women end up feeling like they’ve failed to meet what is generally an unattainable notion of beauty, resulting in anxiety and low self-esteem. We’ve posted about several marketers that have addressed this issue, including Under Armour (whose “What’s Beautiful” campaign urged women to take power back “from the marketers who want us to look Photoshopped”) and Thai cosmetic brand Oriental Princess, which told women, “Why be like everyone else? Why not accept the way you are?”
Dove, known for using “real” women in its “Campaign for Real Beauty,” last year created an app that replaced negative ad messages with positive messages. In its mission to take a stand against other beauty brands, Dove is trying to transform beauty into a source of confidence, proving to its audience how blind they are when it comes to self-perception—and that they are “more beautiful than you think,” as its latest campaign demonstrates. In a social experiment that quickly went viral, Dove hired an FBI-trained forensic sketch artist and had him draw portraits of women based on their own descriptions of themselves and then descriptions provided by relative strangers. The differences between the two sketches said it all: The women look more beautiful, happier and fresh in the sketch based on the stranger’s description.
Anxiety is all about uncertainty, so Dove is giving women a reaffirmation of their beauty. Sometimes all we need is a reminder.