When I first saw the new “Beauty Sketches” Dove commercial for women I was moved. Here was a national brand putting together a campaign to show women how truly beautiful they are, in an ingenious way. If you haven’t seen it yet, watch the spot; a forensic artist draws women as they describe themselves, and then as others do. The more beautiful drawing is not from their own description.
After seeing another commercial this week, I began to wonder if Dove is helping women to see ourselves more beautifully, or are they chastising us? The ad that made me reconsider my position was for a men’s face lotion, by none other than the same brand, Dove. It’s the “Men+Care” spot.
Instead of showing men crying and grieving over self-critical views of their own appearance, this one shows how Dove can help men as they get out there and engage in everything fun, playful, silly, natural, joyful and even awkward in life. While Dove’s women’s commercial shames them into seeing their own beauty, Dove celebrates men and their experiences, even the bad ones that result in the occasional face-slap. (They also did this man+care spot for the superbowl.)
So I’m sorry Dove, but in your view what makes a woman a woman, is how she sees herself on the outside. While what makes a man a man is all the life experiences he has (so he should protect his skin with a little face lotion). The shame is on you, Dove. It seems to me your branding for women is just a little too skin deep.
A little photo sampler of shots Ted has taken of me. What I don’t see is my skin, what I see is a life–a life of fun, silliness, friendships, family, love, and experiences–with makeup or none. Take that Dove.