Dove’s New Body Wash Bottles Are Creating Controversy
Dove just released a new limited edition line of body washes intended to celebrate diversity and body positivity, but Fortune reports that consumers have a different perspective on the message Dove was trying to deliver. In fact, they’re pretty offended.
In continuation of Dove’s “Real Beauty” campaign, Marketing agency Ogilvy London has created “Real Beauty Bottles” for United Kingdom consumers. The new Dove body wash bottles come in assorted shapes and sizes, designed to represent the beauty of women that come in all shapes and sizes.
A statement released by Dove claims that “Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition. They’re one of a kind – just like you.” The deeply nourishing body wash is available in six different bottle types, representing a variety of body types from “curvaceous to slender, tall to petite, and whatever your skin colour, shoe size or hair type,” Dove reassures.
Consumers remain uncertain about whether or not all of the bottles hold equal amounts of product, or how long the bottles will be on the shelves.
The marketing tactic proposed to make women feel beautiful and appreciated had the opposite effect, made known by Twitter users far and wide:
thanks Dove but I already have a body wash that matches my natural curves :) pic.twitter.com/IIkKAn0LjQ
— Tim Federle (@TimFederle) May 8, 2017
— Anne Osterrieder (@AnneOsterrieder) May 8, 2017
— Omri (@Omri_Rawrlan) May 8, 2017
Prior to the controversy, Dove’s “Real Beauty” campaign had been subject to longstanding praise.
Photo Credit: Facebook/Fast Company