Dove recently released another video for their Real Beauty campaign, in which women had to choose between two entrances: Beautiful or Average. The idea behind the video being that beauty is a choice, and you are not defined by our current standards of beauty. All you have to do is choose to be beautiful, and you will be beautiful. You can see the video for yourself, below.
I actually really enjoyed it, and sent it to many of my female friends when it came out. Per their wiki page, the campaign’s mission is “to create a world where beauty is a source of confidence and not anxiety.” I don’t see how anyone can argue with that.
But apparently there are a lot of people who disagree. I came across one blogger who wrote a post entitled F*ck Beautiful. And maybe it’s true, maybe we need to get rid of that word altogether. It’s certainly not a lens through which we view men. Funny or Die even spoofed the ad with their Size Matters video.
I understand that Dove is a for-profit company, and this is one of the most brilliant and successful ad campaigns, but I don’t think those things take away from the fact that it’s still helping us change the way we perceive beauty. I’m sure critics will say that I’m being overly simplistic and manipulated by the giant advertising machine, but I am enjoying all their videos without buying any of their products (Neutrogena 4 lyfe).
I know which door I would’ve gone through a year ago. Now, I hope I would choose beautiful.