Dove Girls stripped down to their plain white underwear show their real curves while promoting Dove line of firming products. Some think it means a new era in advertising, but real women have other ideas.
The Campaign for Real Beauty, as Dove calls it, and its models, Dove Girls, has drawn a lot of attention, both good and bad.
Dove says Dove Girls range from size 4 to size 12 and were discovered all over the country. One of the Dove Girls was working at the Gap, another was a student, third was a barista.
Dove has portrayed Dove Girls and "Campaign for Real Beauty" as a progressive, humanitarian mission.
The Dove press release reveals the stark statistics on body image and the media: "Models weigh an average of 23 percent less than the average woman. Twenty years ago, models weighed an average of 8 percent less."
On a Dove Web site that features "beauty discussion boards," where women from around the world can blame their thighs in all the problems. On the site, you can donate money to Dove's "self-esteem fund" for young girls.
Consumer Elissa Gross when asked by Voice of America, says she thinks some of the Dove Girls are not sexy, "People look at these women for firming lotion and you're thinking, 'That looks like my mom, and she's wearing white cotton underwear and that's really unsexy,' and so these curvy women aren't even being portrayed as sexy at all."
An old maxim of advertising that “sex sells” is now updated to sell products to women who hope to improve their looks in a realistic manner, rather than trying to emulate a fantasy. After all, you simply can't sell a beauty product without somehow playing on women's insecurities.
Dove Girls say it's cool to be plump, as your skin is taut and firm and perfect. You must love your real curves, but if you've got a little cellulite, run out and buy our new cream right now!
And, in case you're curious, Dove says that photos of Dove Girls were not retouched at all.
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