By Guest Blogger Kylie VanBuren
I forwarded the video to a friend after I watched it, with this note, “It’s nothing complicated, pretty much what you would expect, but maybe it’s expected because it is this simple. Anyways I found it powerful.”
The video touched me, yet even in this emotional state, I found the ending to be very obvious. I expected the women to say bad things about themselves, and I expected them to have their opinions changed and to realize that they were actually beautiful after all.
The next day the conversation came up with another friend who had just seen the video, and I mentioned that I guessed the theme of the video. She pointed out that it was a little weird that I could figure it out so easily, and her comment got me thinking.
I began to question why the theme was so clear to me. And why did it affect me so much to see other women tear themselves down so easily, realize they were beautiful all along, and that they had work to do on their self-esteem. This is the question I come back to again. What is Dove doing and why does the company continually want us to realize our outer beauty? Who defines beauty? I mean, instead of just being happy with ourselves (something I still think is really important). Shouldn’t we also be questioning the whole beauty industrial complex, of which Dove is a part, and how they make us feel bad if we don’t feel good about how we look?
I think so. I found myself thinking about the Dove campaign more thoroughly, reading critiques of it, and watching this spoof video, and I realized that Dove is still pushing the idea of physical, outer beauty above all else. They are selling Dove; associating being happy with your body and finding your own, “natural” beauty, with the products they are selling.
This is bad enough, but do you know that Dove’s parent company is Unilever? What other beauty product company does Unilever own? AXE. AXE is marketed in clearly sexist ways that degrade and objectify women. AXE sells women to men. Dove sells beauty to women.
What kind of beauty? Physical beauty. The kind of outer beauty that women must be obsessed with and reduced to. It does not matter how many advances we make in the corporate world, or how smart we are, or how powerful we are. We must still achieve the unattainable happiness of our own perfection; and Dove will help get us there because Dove is different. Except that it’s not, it’s just another marketing campaign. It’s just trying to tear us down.