
Though many people were shocked and taken aback when Dove initially launched their latest big marketing tool, Real Beauty — gasp! Women sauntering around on set that were larger than a size 6 or 8? Women who clearly had “problem areas” on the backs of their thighs that were not going to be airbrushed away? The lunacy! — has taken a more mainstream step into today’s marketing, and Paula Abdul says it best: “one step forward/two steps back.”
Dove’s latest legacy with the Real Beauty campaign says it all. A new casting call wants women with “flawless skin” and “no scars.” Because clearly, slightly rippled (or even hugely dimpled) thighs and C-section scars peeking out from beneath two-piece bathing suits turn the public off to Dove, and all of its beauty products, too, so we can’t have that, right? The casting call also states that they want “fit” women, and women who don’t have tattoos. I think, Dove, that you’ve alienated at least 95% of “real” women by setting such high standards for the newest installment of your commercials and advertisements alike.
According to the ad, which was placed on Craigslist:
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