Beauty brands have come under fire for stereotyping the men and women they post in their ads. The unrealistic beauty standards set by these brands have been called an old and unacceptable approach. In fact, there have been many campaigns to take more diverse models for your ads in recent times.

It seems that one of those brands has taken it upon themselves to encourage other companies to bring change together.

Recently, the Unilever-own brand, dove, has written an open letter inviting rivals to use their real beauty models from the ‘ShowUs-Its On Us’ Project for free. With this initiative, Dove offers to pay its models to appear in advertisements for other brands. The reason behind this is simple, to encourage more inclusive marketing.

So how does it work? During the international casting call, models should carry a simple message that says ‘if they choose me and show me who I really am, Dove will cover the cost of my appearance fee’.

Sophie van Ettinger, Global Vice President, explains: “For more than 60 years, Dove has been taking steps to represent real beauty, working to break stereotypes. We know from research that if women don’t feel represented, it can prevent them from reaching their full potential.

“By giving brands and companies the tools to display a more diverse representation of beauty, we are helping to change the way women are represented, which has been shown to have a positive impact on the confidence that women have in your appearance”.

Read also: From Lux to Liril, Pears To Dove: The Nostalgic Journey of ‘Family’ Soaps

According to Dove, other Unilever-owned brands such as Magnum Ice Creams and Cif have joined the brand and agreed to be part of the campaign. Other brands like Krispy Kreme and Nedbank donuts are also joining.

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