Maybe it is my advancing years, 37 after all is not to be sniffed at, but when I read through the casting call for Dove models a significant potion of my eyes rolled backwards into my head.
The Dove campaign has been spewing the ‘for real woman’ line for quite some time now, and as an advertising schtick it’s a good one. For us? Really? Why thank you. How nice to be considered for once. But hold on now, what this?
Flawless skin, no scars, no tattoos, beautiful arms and legs, not too curvy, not too athletic. It’s like Goldi-real. To be a model for Dove a gal has got to be just right.
Which makes this woman furrow her brow and ask ‘what the hell?’ How does Goldi-real represent the rest of us?
As we age many things happen to the bodies we inhabit. Stretch marks, sagging, stretching, illness, weight gain, weight loss, scars, freckles, cyst removal scars, all manner of things shape and alter our external look. It’s normal that we change as we grow older, it’s normal that we wear and bear the evidence of our lives. It’s what being really real is all about.
If Dove were to embrace the wild crazy idea that really real woman actually come in all shapes and sizes, in varying tattooed – or not – forms, they would send out a casting call for all and sundry to come be photographed. They would choose a large cross-section of women to flog their wares.
But of course they have not, because at the end of the day what is really real to Dove is making a profit and to do that they fall in line with the less than surprising notion that only perfect specimens of womanhood are worthy enough to be considered models for the really realist of their real campaign.
Flawless, was there ever a more insidious description of a woman’s skin?
Boo Dove, boo to you.