Monday, August 01, 2005

Beauty gets "real"


"Washing machines with 'silver-nano' technology".
"Shampoos with 'fruitamins'"
"Water with 300% more oxygen".

Buy our products - it's good for your health, home and general well-being. But what about our sanity?

In the general clutter produced by here's-a-great-product-for-you advertising, consumer connect is hard to achieve. Loyalty is elusive - price wars and special offers the only way open to brand managers desperate to move stocks.

But very occassionally, brand managers manage to touch a raw nerve. To make a statement that's relevant to the brand and yet resonates with the audience at a deeper, even primeval level.

That's what Dove appears to have done by featuring 'real' women - not superthin supermodels - in a new ad campaign for a cellulite-control cream. The women appeared - wearing just their bras, underwears and big smiles - on giant billboards, buses and trains in Chicago and other major US markets.

"Our mission is to make more women feel beautiful every day by broadening the definition of beauty," said Philippe Harousseau, Dove's marketing director. The company cleverly launched a 'Campaign for Real Beauty' which addresses the issue of basic female self-esteem .

"How long have we been chasing someone else's idea of beauty?", it asks. Adding, "Real women have real curves'.

This brilliant creative stemmed out of a global study of 3200 women in Argentina, Brazil, Canada, France, Italy, Japan, the Netherlands, Portugal, Britain and America.

"The Real Truth About Beauty" study noted that, "Just 2% of the women in the study considered themselves beautiful. Only 5% feel comfortable describing themselves as pretty and 9% feel comfortable describing themselves as attractive".

Research also showed women were concerned models in beauty adverts did not actually use the products they were promoting. 68% percent agreed that "the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve."

The hidden message
Just like coffee shops aren't so much about coffee as about being a warm and welcoming meeting place, cosmetics are more about boosting one's self-esteem than actually making you thinner or whiter.

And that is what this campaign does. As the gently ironic taglines point out : "Let's face it, firming the thighs of a size 2 supermodel is no challenge." Instead of making you stare at someone thin (who makes you feel fat), you look at someone more real and feel "normal". Whether the cream actually reduces cellulite in 6 weeks or not, it's made you feel good!

Secondly, the campaign has great PR value. Le's face it, the launch of yet another cosmetic lotion is rarely newsworthy. Which is why Indian PR executives who keep hounding editors like me to feature XYZ company's 'oil control cream' have so much trouble getting a mention.

The Dove campaign made a story which didn't require hard-sell because it had a 'more than a cellulite cream' halo around it. Not only did their 'real models' get covered as "news" in repectable newspapers, it made it to the "Today Show" and "CNN".

What's more, when Chicago Sun Times columnist Richard Roeper called the Dove women 'chunky' he was bombarded with hate mail. Marketer's dream come true.. to have the public come out and defend your campaign!

Salon.com was a bit more cyncial as it asked: "Real beauty" - or really smart marketing? Well, of course it's the latter and yes, the models featured are not so overweight as to be completely unattractive. But I still think it's a breakthrough.

Because in the age of FTV and Miss India, it touches a chord even with women here, on the opposite end of the globe.

The desi story
Would the results of a "real beauty" study throw up equally abysmal results in India? Well, among the new generation of young women - I think yes. Not just in metros, the 'Miss India effect' has percolated 'modern ideas of beauty' down to the smallest of towns.

However, I do believe that girls from small town India would be a little hung up on 'face' and 'hair' and less on figure as regards definition of beauty. Fairness and long black hair would still be more desirable than losing a few extra pounds to achieve one's ideal weight.

While here in Mumbai, Delhi and Bangalore a girl may not be goti-chitti or have ghane reshmi baal. But if she can slip into a slinky dress or size 26 jeans, she will not feel 'average'. She will feel - and even be regarded as - attractive.

The older generation of Indian women believed: "shaadi ke baad shareer bhaari ho hi jaata hai". That's why they always left several inches of 'margin' in the blouses made along with wedding sarees! Well, that attitude is slowly changing.

Women in their 40s and 50s are also becoming a little more weight conscious- although more for 'health' reasons than beauty!

So is India ready for a 'real beauty' campaign? I think so, although for a product less exotic than a 'thigh firming' lotion. We don't even know we have a cellulite problem.

And of course, it would be unreal to expect 'real women' willing to be featured in their bras and undies on billboards! That too, smiling!!

9 comments:

  1. There is definitely a fairness obsession in India, atleast in Delhi.If you look at the matrimonial advertisements , most of them ask for fair girls , I saw one which said - Wanted a milky fair girl.....
    shilpi

    ReplyDelete
  2. hi rashmi,
    I've been reading your blog since quite a while,really cool stuff :))
    I' ve blogrolled your page on my blog :))
    cheers n have a nice day
    satish
    p.s Recall ke liye Me was JBC Mithibai many years ago & currently wid MyZus :))

    ReplyDelete
  3. I don't even know what cellulite is. Yes I agree, the guys cash in by making you feel good about yourself. Fido Dido was convieved with this idea in mind: you are cool as you are.

    Anyway, this is conversation between Gopal, a small town Indian and Sunil, an NRI, after seeing women "featured in their bras and undies on billboards".

    "Lot advertisements, brother. Everywhere."
    "Yeah."
    "Mostly women in them."
    "Yep."
    "Mostly with no clothes, brother."
    "Makes it more attractive."
    "What do their fathers say?"

    This is from the Inscrutable Americans.

    Still is grumbling about the loss of his anonymousity.

    ReplyDelete
  4. Hi Rashmi,
    I disagree with some of this because though this new campaign does manage to stand out due to the use of different models from the skinny ones we are so used to seeing till now, that is all this is.

    Once the novelty is over, I fear, the target audience, the non-supermodel females might begin to percieve the product as suitable for the kind of models shown, ergo, it is not helpful in improving their standards to the naomi, kate, claudia, cindy levels.

    I can see Dove pulling the plug on this campaign pretty soon or facing a dramatic drop in sales.

    Time will tell.

    ReplyDelete
  5. Hi Rashmi,
    My late comment on this post. While Dove's campaign may have good intentions, they get it all wrong.

    I have a post on this at my blog--Real Beauty...Not

    ReplyDelete
  6. Whatever it is disguised as. all this is is a new way and a new 'reason' for showing soft porn.

    ReplyDelete
  7. 减速机 齿轮减速机 SEW减速机 摆线针轮减速机 蜗轮蜗杆减速机 interlining
    明星代言 明星经纪公司
    制动单元 铝壳电阻
    modern abstract art sofa manufacturer
    净水器 开水器 净水机 净水 软水机 软水 直饮机 家用净水 家用净水器 家用净水机 中央净水 中央净水器 水家装 水家电 水卫士 混合机
    过滤机 DHL快递 俄罗斯签证 回转支承 Laser marking
    保险箱 法兰 法兰标准
    polycarbonate sheet 回流焊 波峰焊
    压球机 注册上海公司 儿童摄影
    牛皮癣 皮肤病 制氮机
    食堂售餐机 校园一卡通
    学校一卡通 ic卡售饭机
    食堂售饭机 深圳一卡通
    广东售饭机 机电设备安装
    北京发票 代开发票
    餐饮发票 住宿发票
    广告发票
    网络电话 免费网络电话
    假发 补发
    织发 植发
    压滤机 板框压滤机
    蒸馏水机 纯蒸气发生器
    上海搬家公司 上海搬场公司
    大众搬家 大众搬场
    张家界旅游 香港旅游
    深圳旅行社 打包机
    收缩机 对讲机 电源模块
    血管栓塞剂
    售饭机 水控机 水控器
    萎缩性胃炎 neoprene laptop bags
    SEO优化
    SEO优化 计量泵
    胃炎 胃病
    冷水机 冰水机
    工业冷水机
    北京特价机票 北京打折计票 北京国际机票
    北京机票预定 北京飞机票
    北京订机票 北京机票查询 饮料机械
    银杏 水培花卉 企业宣传片 空分设备
    化工泵 离心机
    电话交换机 程控交换机 集团电话 集装袋
    混合机 混合机
    混合机捏合机 捏合机
    捏合机导热油炉 导热油炉
    导热油炉 反应釜 反应釜
    反应釜 spherical roller bearing
    搬运车 搬运车 电动搬运车 油桶搬运车 堆高车 电动堆高车 半电动堆高车 堆垛车
    高空作业平台车 电动叉车 平衡重叉车 前移叉车 电瓶叉车
    韩国饰品批发 模块电源
    X架 超薄灯箱> 易拉宝 展柜制作
    代理服务器 游戏加速器 网络加速器
    网通加速器 电信加速器 电信网通转换器
    电信网通加速器 网通电信互转
    网通电信互通 网络游戏加速器
    美国VPN代理 美国独享VPN 美国独享IP
    pvc ceiling panel Spherical roller bearings
    SEO优化
    安全鞋 劳保鞋 防砸鞋 电绝缘鞋 上海安全鞋 上海劳保鞋 江苏劳保鞋
    服装软件 服装管理软件 进销存软件
    进销存管理软件 服装管理系统 服装进销存软件
    进销存系统 进销存管理系统 免费进销存软件
    吉林中医 东北特产
    打包机
    阳痿 阴茎短小 阴茎增大
    早泄 前列腺炎 阴茎增粗 阴茎延长
    国际机票 上海国际机票
    国际特价机票 国际打折机票
    砂磨机 砂磨机
    砂磨机 卧式砂磨机
    卧式砂磨机 卧式砂磨机
    三辊研磨机 三辊研磨机
    三辊研磨机 混合机 混合机
    混合机 锥形混合机 锥形混合机 锥形混合机 行星动力混合机 行星动力混合机 行星动力混合机 无重力混合机 无重力混合机 无重力混合机
    干粉砂浆设备 干粉砂浆设备
    干粉砂浆设备 捏合机 捏合机 捏合机 导热油炉 导热油炉 导热油炉 反应釜 反应釜 反应釜 搪玻璃反应釜 搪玻璃反应釜 搪玻璃反应釜
    乳化机 涂料设备 干混砂浆设备 无重力混合机 胶体磨 涂料成套设备 双螺旋混合机
    北京婚庆 北京婚庆公司
    400电话
    办证 呼吸机 制氧机
    亚都 亚都加湿器 亚都净化器
    亚都装修卫士
    饰品批发 小饰品批发 韩国饰品 韩国饰品批发 premature ejaculation penis enlargement
    安利产品 马来西亚留学
    网站优化 网站推广
    衬布
    代写论文
    代写论文
    论文代写 代写论文
    磁力泵
    离心泵
    化工泵
    隔膜泵
    螺杆泵
    潜水泵
    油泵
    耐腐蚀泵
    水泵
    拖链 防护罩 排屑机 塑料拖链 钢铝拖链
    化工离心泵
    计量加油泵
    自吸式离心泵
    管道油泵
    自吸式排污泵
    潜水排污泵
    自吸式磁力泵
    耐高温磁力泵
    不锈钢多级离心泵
    多级离心泵
    耐腐蚀自吸泵
    自吸化工泵
    玻璃钢液下泵
    液下式排污泵
    卧式离心清水泵
    氟塑料磁力泵
    磁力驱动循环泵
    耐腐蚀污水泵
    卧式化工离心泵
    玻璃钢耐酸泵
    防爆管道油泵
    不锈钢多级泵
    立式多级离心泵
    塑料磁力泵
    水泵厂
    手摇油泵
    上海水泵厂
    上海水泵
    离心泵厂家
    热水泵
    清水泵
    气动隔膜泵
    深圳装饰 深圳装饰公司 深圳装修公司
    特价机票 打折机票 国际机票
    机票
    新风换气机 换气机 立式新风换气机 风机箱 新风系统 能量回收机
    搅拌机 混合机 乳化机
    分散机
    毛刷 毛刷辊 工业毛刷 刷子 钢丝刷
    涂层测厚仪 硬度计
    兆欧表 激光测距仪
    测振仪 转速表
    温湿度计 风速仪
    超声波测厚仪
    粗糙度仪
    噪音计 红外测温仪
    万用表
    硬度计 万用表
    美容院 美容加盟
    澳洲留学 澳大利亚留学
    什么是法兰
    电烤箱
    酒店预定 北京酒店预定 北京酒店
    离心机
    nail equipment nail products nail product nail uv lamp nail uv lamp nail uv lamps uv nail lamp nail brush
    nail file nail tool nail tip nail gel curing uv lamps lights
    万用表 风速仪
    红外测温仪 噪音计
    苗木价格 苗木信息 标牌制作 深圳标牌 北京儿童摄影 防静电鞋 淘宝刷信誉
    威海凤凰湖 威海海景房 大庆密封件
    打标机 淘宝刷信誉 TESOL/TEFL国际英语教师证书 英语教师进修及培训 北京快递公司 北京国际快递

    ReplyDelete
  8. Faint hint of the love of friendship

    Faint hint of the love of friendship. There is a friend, I think that is a cheap wow gold kind of love and friendship between the feelings between, you will occasionally miss a time to silence him, reminds him, the warm heart, a beautiful, a moving. Sad and worried at the time, you will think of him, you hope that he can in your side, give you comfort and buy wow power leveling understanding to you, and you never talk to him, are you afraid of their own grief that would preclude him from peaceful life.

    You will be a song, a color, think of him, think of my wow gold his sincerity, he reminds me of the dedication, his mind had gone through the ups and downs together. With such a friend, you will treasure their lives and love their own lives, because you know I hope you had a good, he would like you to take care of themselves properly, and then to meet, he cheapest wow power leveling would like you to tell him you very happy.

    That the concept of secularism, in your mind, because his replica replica rolex presence has become pale and weak, you are only in the depths of the bottom of my heart for this man set up a small space, stick with that quietly happy memories, from the the very beginning you know that you will not have any love, it seems that talk about love on the desecration CHEAP wow power level of this emotion, this can only be a friendship. This is how in the end all about? You want to for many years, but no clue.

    You seldom have contacts in this long life, you meet the door may be only a few of the ten thousandth time, but in each other's hearts retain a miss, one asked, even if he went to the ends of the earth, even after many, many years, even BUY power leveling when the meet again, has long been a non-object is not, you still remember back as a profound, and this has been sufficient.

    Sometimes life will calm a dry, maybe you will fall into the dry I replica rolex replica did this, perhaps what you do not have love, perhaps early HUAFA, full sideburns pale, but with such a friend, in the your life will ripple slightly, a little color, do you think of him. He remembered the quiet, perhaps the Health and cheap lotro gold the WHO will not forget.

    Am grateful for you in this world, there is such a person, he is replica rolex not around you, he did not do anything for you, but you hope that he would have been very good, long life, happiness well-being ... ...

    Am glad you had a feeling like that, pure and long, in this complex CHEAPEST power leveling world, there are such a friend, it is worth to cheap rs gold lbless you to miss ... ...

    ReplyDelete
  9. My advice in order to get rid of cellulite is that you should use some cellulite solution correlated with fitness and a balanced diet.

    ReplyDelete

Disqus for Youth Curry - Insight on Indian Youth