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Beautiful or Average: Dove and controversy

20 april 2015, 12:45
Still frame from the Dove video
Still frame from the Dove video

Dove has done it again. Five cities across the globe. Two doors. Which one would you choose? The Choose Beautiful campaign went viral with the video offering women to choose “Beautiful” or “Average”. The experiment attempts to show that beauty is not about people’s perception of you, but about your own state of mind and perception of the self. And, it seems, what could go wrong with a campaign aiming to empower women?

The video with almost 6 million views on YouTube has created some controversy around the topic promoted by Dove. According to Fortune, Choose Beautiful, a part of Dove’s Movement for Self-Esteem, was not an actual social experiment or a documentary film. Moreover, commentators criticized Dove’s patronizing tone and the importance of beauty among other things. Adweek reported, Dove’s sales increasing from $2.5 billion to $4 billion after the launch of the Real Beauty campaign (renamed into Movement for Self-Esteem).

Fortune writer Susan Chumsky noted that the controversy around the Choose Beautiful video has worked out nicely for the brand.

By Gyuzel Kamalova

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