A Beautiful Thing to See... Or Not?

5/19/2014

Well, Dove's at it again.

In their newest BEAUTY PATCH spot, Dove subjects a series of women to an experiment where they wear a special "Beauty" patch for two weeks. They are not told what chemicals are in the patch.

At the end of the two weeks, they are told that even though they felt much more beautiful, the patch was a fake, it had nothing in it...

In other words, beauty is all in your mind...

Or as Dove says, "BEAUTY IS A STATE OF MIND."

So what's up here besides making these sweet, ordinary ladies look a bit silly.

Well, when one digs a bit deeper into this ad, one is struck be how bold and daring this ad is-- as much of Dove's work has been in the past. Bold and daring because at its core level, this video is deconstructing the whole multi billion dollars beauty business.

In essence, Dove has paid for an ad that says that all beauty products are essentially worthless...

So Dove is making a commercial and funding a huge ad campaign which in essence undermines all of its products.

The subtext is this -- Don't buy Dove, don't buy any beauty products. They are all BS. All you need is to think of yourself as beautiful, and you will be...

That's bold and daring... And so now, I await the ramifications... The ad is at 5 million views and counting... Will the anti-beauty product narrative hurt Dove sales or will its bold and daring nature supercede its meaning and lead to a bump in Dove sales?

The answer will be a beautiful thing to see.

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A Beautiful Thing to See... Or Not?

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