Exhibit 19.3Dove bottle ad
celebrates the many shapes and sizes of beauty.
In 2017, we witnessed a chorus of online voices
denouncing the Dove bottle advertisement shown in Exhibit 19.3. The ad which
celebrated the diversity of beauty in all shapes and forms, was misinterpreted by those
who thought Dove was mocking women, and their comments on social media created a wave of
negative publicity.
But was it really a slip-up as the voices claimed it to be? Had “Dove run out of
ideas?” Did others feel the same way?
With a view to understanding Dove’s intent, let’s reflect on the legacy of Dove
advertising.
The brand is considered the originator of femvertising — the practice of harnessing
feminism in advertising. Starting in 2003, Dove’s advertising emphasis shifted towards depicting
beauty without artifice, or “real beauty”. What followed were a series of campaigns such as
Evolution (2006), Onslaught (2007), Pro-age (2007), Girls under Pressure (2008) and Self Esteem
(2011, 2017, 2020).
At a time when market research indicated that only 4% of women thought of
themselves as beautiful, Dove rejected the narrow depiction of beauty portrayed in the media.
By challenging society’s deeply ingrained obsession with appearance, Dove became an advocate
for women to appreciate themselves and recognize beauty in all shapes and forms.
In this context, the Dove bottle advertisement did not belittle or shame women.
On the contrary, it celebrated the diverse shapes and sizes of the female body, showcasing the
curves and lines of beauty. The advertisement’s creativity lies in the symbolism of the elegant
Dove bottles as a representation of the feminine form.
According to the brand’s team: “Just like women, we wanted to show that our
iconic bottle can come in all shapes and sizes.”
It is worth noting that such online dialogue, which stimulates debate and
discussion and presents opposing views, can actually benefit the brand. By drawing attention to
social values and deep-rooted concerns about beauty, the ad imbues Dove with a similar sense of
purpose, increasing consumers’ interest and involvement with the brand.
