While viewing Dove’s Onslaught YouTube video, I couldn't quite follow the company's marketing strategy. The message is admirable, but the underlying purpose remains the sale and promotion of beauty. I suspect that image issues would not prevail in our society so much if advertisers dwelt on beauty less.
Beauty products are advertised to convince every girl that she should look like a model--and that she can, with product assistance. As a beauty consumer, when I make purchase decisions, I inevitably consider the promise to be fulfilled, such as fuller, thicker, curlier, or longer lashes. While the product may not create the desired effect as advertised, we still invest in the beauty market as though it did.
Beauty companies also advertise product by reinforcing an image. Dove has altered their beauty campaigns by ‘campaigning for real beauty.’ The company moves to accommodate the modern American woman who holds various forms of beauty through different colors, shapes, and backgrounds. The image of Rimmel London exemplifies foreign beauty. The company deploys the slogan ‘the London look’ and reinforces women's sense that beauty is foreignness.
No matter whether Dove earns positive or negative press, the company will retain its market so long as we look for our beauty in a product.
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