Dove’s Contradictions

Dove’s latest foray in marketing is titled, “Dove Hair Care: You Are 5 Days From Beautiful Hair,” negates their current stellar campaign. Considering that the beauty company has been winning awards for their “Real Beauty” print spots, YouTube Evolution video (all created by Ogilvy) and is also footing the bill for a film about woman’s inherit beauty, we think that end piece on the tagline erodes their effort a bit. Shouldn’t it be something like: “You are 5 Days Away From More Beautiful Hair” or “You are 5 Days Away From Becoming Even More Beautiful?” We’ve never been copywriters, so yeah… those tags are clumsy, but you get our point.

In any case, the site asks women to submit their own print ad. Above is the spot promoting the idea that women should love their own genetically given beauty, which nicely follows up on the Evolution video as they are both shot in a similar vein. Dove will then select six women, fly them to New York and put their ads in beauty books. The lucky ladies will also participate in a professional Dove photo shoot. Where they will have their hair done up to look print magazine ready… like in the video above. All these contractions. Anyway… We can’t knock ‘em too hard. At least someone is trying to help out the gals these days.