Dove’s Beauty Campaign Turns Ugly

21Oct08

I recently saw a Dove advertisement on Hulu which compared dove soap to normal soap:

If you could see the difference, you’d see soap leaves an invisible layer of scum on your skin… Dove leaves no soap scum

Then, the scene suddenly switches to ultraviolet-murder-scene-lighting to reveals a woman covered with soap scum.  The ad labels it as an “artistic dramatization.”

Ok fine, so the election advertising has turned ugly lately but when did fear mongering become an acceptable tactic to sell soap?!

Dove's soap scum scene, reminiscent of this shower scene from Stanley Kubrick's The Shining (1980).

Martin Bishop points out that the ad is dramatically different from Dove’s earlier Campaign for Real Beauty and the jarring disconnect between messages may weaken the brand.  Personally, I can’t help but associate the ad (and the brand) with the frightening shower scene from Stanley Kubrick’s The Shining in which a beautiful woman suddenly changes into a hideous creature (see photo on left).

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Watch the Dove commercial below:

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Filed under: Uncategorized, brands, commercials, messaging   |  View Comments
  • cindyhelgason
  • I'm so love this blog, already bookmarked it! Thanks.
  • I will never ever use soaps that can make me look like a ghost.. LOL
  • steve
    Dove advertisements are sexist. They only apply to woman and NEVER mention men. I have never seen a bathroom product only used by one sex.
    As a male, my household will never use Dove products.
  • Think, Steve, before you type.
    There are plenty of bathroom products that tend to be used exclusively by one or another gender. Granted, there are metros and tomboys, and people who are really creative and use certain items outside of the normal use.
    For example, I'm going to guess those binkini razors (they're small and titled) are used mostly by women, as are the women's soapy razors for their legs. Exfoliation, as a type of hair remover, is used most by women, as men's root systems in their beards are much different and men generally don't remove hair elsewhere. Same with wax; something women generally do more than men. Any nail/skin products are most often used by women as well. Shaving creams can often be used by both genders, as can deodorants - however, the acceptable scents differ dramatically. Women tend to have the baby powder/floral scents and men often have a more sharp scent. Also, aftershave is used almost exclusively by men. Women have their own moisturisers if they've sensitive skin. Most hair products are "bathroom" products as well. Women use curlers, straighteners, various type of hair products like hair spray, detanglers, and mousses, various types of makeup, including, for some people, glittery powders, sprays, and gels. Women are more likely to use oil treatments and intense conditioners.
    Women's products, such as tampons, insteads and pads are another big example and those are considered "bathroom products" and are used exclusively by one gender. (Unless the guys are getting really creative...)

    "As a male, my household will never use Dove products."
    Thats sort of calling the kettle black, isn't it? Would you use Dove products if you were female? By throwing in what gender you are, you're essentially saying, "Unless the product is sexiest towards me, I won't ever use it." It shouldn't matter what gender you are if the sole reason you refuse a product is because it favors one gender or another.
    Another thing to point out in your language here, is the "my household" bit. Your household won't use Dove. Do you own your household? Is your word law at home? Will you deny your wife/daughter (if you have them) dove products if they want to try it? Again, your "as a male" statement emphasises your superiority over everything that follows. You're essentially saying, "Because I am male, I own my household."
    Granted, the commerials for dove are targeted towards women, just as axe body spray is targeted towards men. I wouldn't go so far as to say they're really sexist, as they're not saying that men are not as good as women. Just as some tv commerials for different foods, like cereals, are targeted not towards the parents who buy it, but the children who want it. That isn't age discrimination; its just targeting a particular group of people.

    I think what you meant to convey was, "I will never use Dove products myself and will never buy Dove products for my household"
  • Ha I thought the exact same thing.
  • I see what you mean! That left chick's skin was deathly.
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