On May 8 Dove released new products to go with their “Real Beauty” campaign. Both the campaign and products are aimed at embracing different body types and encouraging self-acceptance among women.
Dove has been known to be a big contributor to what is known as “femvertising,” the practice of promoting feminism in advertising.
While they are still selling the same body wash that they have been producing for years, the packaging has changed to go along with their message about body positivity.
There are six different bottle shapes that are supposed to represent six different body types. Some of the body types included tall, curvy, pear shaped, and a few others that are not directly mentioned reported The Washington Post.
On their website, Dove said, “beauty is not defined by shape, size or color – it’s feeling like the best version of yourself. Authentic. Unique. Real. Which is why we’ve made sure our site reflects that. Every image you see here features women cast from real life. A real life version of beauty.”
However, many have questioned on social media why these bottle are shaped if Dove mentions that beauty is not defined by shape.
The intentions of the company seemed to be harmless, however some people criticized the new bottles and whether they were actually accomplishing anything.
Julie Daniel @thejuliedaniel tweeted, “I want to [use] my body wash, not be reminded that I’m pear shaped. Women don’t need to be categorized all the time.”
Regardless of the company’s intentions, many consumers are upset with the new bottle designs and think that they are unnecessary.
Most people are not upset with the body positivity message, but the how it was incorporated into an unrelated product. While the idea of promoting self love among women was something most people advocated for, they felt the product didn’t need to involve changing the execution of their design.
The new bottle designs have been receiving negative feedback from more than just average consumers.
According to The Washington Post, “advertising professors say, the revamped bottles seem more tongue-in-cheek than they do a sincere way of celebrating women’s bodies. And, they said, there is a difference between feeling comfortable in your body and being unnecessarily prodded to make buying decisions based on your body’s contours.”