It is a sad world we live in when 7/10 young girls between the ages of 7-12 years old say they don't think they are good enough or suffer from low self-esteem. What is causing all of this?We've witnessed the effects of marketing cigarettes to children and have seen many policies put a kibosh on it, however, should we also be looking at other products and images that may shape a child's mind and self-perception for the rest of their lives?
Let's look at the beauty industry for a bit.
Lets face it: The idea of beauty is not always dictated by the everyday human, but by the culture and it's dominate media force. What is stereotypically beautiful in the US is not what's beautiful in Korea or India. A lot of these were set by powerful marketing campaigns and now we see these as the norm.
Dove is doing something different from their competition. They are taking ladies of all different shapes and sizes and celebrating them. None of these people are surgically enhanced and they look proud to be who they are. Their mission is "to make women feel beautiful everyday by widening stereotypical views of beauty." It's a refreshing breathe of air that people young and old can learn from. Their Campaign for Real Beauty and Self Esteem fund have reached 3.9 million people with the hopes to reach out to 5 million by the end of 2010.
Learn more about their Campaign for Real Beauty: http://www.dove.us/#/cfrb/about_cfrb.aspx
I commend the marketers at Dove. They are one of the pioneers of socially conscious marketing competing in the the harsh beauty industry today.
About the Author: E. LaVielle is currently a Senior Account Manager for a software company in Seattle, WA, with a degree in Marketing from Western Washington University and over 7 years of work experience in marketing, health insurance, and e-commerce. Her passion for marketing made her write this blog. Seriously...it did.
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