Dove soap calls out pre-marriage scrutiny of bride s weight, height, colour, hair; takes Real Beauty stance ahead
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After weeks of discussions around pH levels and litmus tests, HUL s Dove refocuses the category s attention on the meaning of beauty in its #StopTheBeautyTest campaign.
That Dove, a Hindustan Unilever (HUL) soap brand, is one of the most popular and fierce torchbearers of womenâs beauty, no real beauty, is well-documented.
There was its much appreciated âDove Campaign for Real Beautyâ in 2004. Advertising agency Ogilvy and Mather (now Ogilvy) put up billboards in Germany and the United Kingdom featuring photographs of real women, instead of professional models⦠The campaign went on to become a big hit and expanded to several mediums like ads, events, workshops and so on.
Click on the Image to watch the TVC.
Doveâs latest film walks us through hard-hitting, real stories of beauty-based judgement and rejection faced by women during the matchmaking process, and the impact this has on their self-esteem.
The film:
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The search for beauty can often be ugly and diminishing. A recently conducted âIndiaâs Beauty Test (2020) Reportâ reveals some unsettling statistics about the pressures and anxieties around conforming to a narrow ideal of beauty in the run-up to arranged marriage. An alarming nine out of 10 single women in India feel they are judged and rejected based on their looks during the marriage process. Furthermore, 68% claimed that rejections based on beauty during the arranged marriage process impacted their self-esteem and confidence.
Ogilvy India Creates #StopTheBeautyTest, a campaign for DOVE adgully.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adgully.com Daily Mail and Mail on Sunday newspapers.