What's been real about Dove's "Campaign for Real beauty"? Is it the non-models used on billboards, TV spots and print ads? Or the supposed lack of airbrushing that didn't shave off pounds or years? Was it the breakthrough concept that there's no one definition of beauty—i.e., the size-0 supermodel variety—and that women are gorgeous in all shapes, sizes and colors? Well, that's the theory. Now, I'm rethinking all that goodwill the marketer built up in light of a Craigslist casting call for participants for the next flight of Dove commercials. A few of the requirements: "beautiful arms and legs and face," "flawless skin, no tattoos or scars," "naturally fit, not too curvy, not too athletic." So, as long as you're perfect and blemish-free, and qualify on all the other levels, feel free to step up and get photographed in a towel for the chance to sell soap and lotions. (There's as much as $4,000 in it for you!) Hat tip to Jezebel for pointing out the Craigslist ad. Dove has responded by saying it didn't approve the wording of the ad, telling StyleList: "Unfortunately, this casting notice was not approved by the brand or agency team and did not reflect the spirit of the brand team's vision. We appreciate that this has been brought to our attention, and we are taking the necessary steps to prevent this from happening in the future. We believe our images demonstrate that real beauty comes in many shapes, sizes, colors and ages and we remain committed to featuring realistic and attainable images of beauty in all our advertising." Still, just how real is their campaign? Really disappointing.
—Posted by T.L. Stanley