According to Dove’s new campaign, 3 out of 4 Indian women are rejected for their looks during the arranged marriage process.
Dove – Stop The Beauty Test
Dove’s #stopthebeautytest campaign has revealed the second leg of its promotional campaign covering a harsh truth about society. The video features a voice-over of a girl who shares all the comments the society has to share about them as soon as they reach a certain age. From having dark skin to curly hair and a curvy body, it is a contest where a report card is being made on how they look.
Dove also ran full print ads as part of this campaign. The ads were featured in the Sunday Times paper in different parts of the country.
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HUL Chairman Sanjiv Mehta took to Linkedin to reshare the piece with a caption on daughter’s day. Here’s what he had to say,
“As a father to two lovely daughters, I feel deeply for the cause. You would agree that our children’s formative years are critical, and if done right, we set them up for life. Therefore, we must create an environment where girls can feel more confident about themselves and focus on who they are as individuals, not how they look,” he wrote as a caption to the video.
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#Stopthebeautytrends Campaign Part-1
Dove’s campaigns relating to the beauty test have tried to draw emphasis on societal standards of beauty and how flawed these ideals are. The last edition of #StopTheBeautyTest also dealt with the issue of how women in arranged marriage scenarios are viewed. The film follows the story of different girls who had to fit into a certain beauty criterion to look appealing for the matrimonial proceedings.
Speaking on the initiative, Priya Nair, Executive Director, HUL & VP – Beauty and Personal Care South Asia, opined, “In a country of 631 million women, it is unfortunate that there is such intense pressure to adhere to one definition of beauty. Being owners of some of the largest beauty brands in the country. The onus to make beauty more positive and more inclusive is on us. Dove has always believed that beauty should be the source of confidence, not anxiety. With #StopTheBeautyTest, we want to go one step forward in that direction.”
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