News__ No Scars Allowed

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On Friday night Dove posted an ad on Craigslist searching for non-models to model in their upcoming "Real Beauty" campaign. "Real Beauty" is meant to promote a healthy self image by not using unrealistically thin models to sell the Dove products and state of mind. However, the Craigslist ad was pretty particular when it came to certain things:

DOVE “REAL WOMEN” PRINT CASTING JUNE 28-30, 2010 in NYC
ABSOLUTELY NO ACTRESSES / MODELS OR REALITY SHOW PARTICIPANTS or ANY ONE CARRYING A HEADSHOT!!!!
REAL WOMEN ONLY!
LOOKING FOR 3-4 REAL WOMEN for a DOVE PRINT CAMPAIGN!

AGES 35-45, CAUCASIAN, HISPANIC, AFRICAN AMERICAN, & ASIAN!

SHOOT: SUNDAY, JULY 18 in NYC! MUST BE AVAILABLE FOR THE SHOOT!
RATE: $500 for Shoot date & if selected for Ad Campaign (running 2011) you will be paid $4000!
USAGE: 3 years unlimited print & web usage in N. America Only

YOU WILL BE PHOTOGRAPHED FOR THE CAMPAIGN IN A TOWEL!
BEAUTIFUL ARMS AND LEGS AND FACE WILL BE SHOWN!
MUST HAVE FLAWLESS SKIN, NO TATTOOS OR SCARS!
Well groomed and clean...Nice Bodies..NATURALLY, FIT Not too Curvy Not too Athletic.

Great Sparkling Personalities. Beautiful Smiles! A DOVE GIRL!!!
STYLISH AND COOL!
Beautiful HAIR & SKIN is a MUST!!!

PLEASE SUBMIT SNAPSHOTS of FACE & BODY ASAP & WE WILL CALL YOU IN FOR A CASTING NEXT WEEK 6/28-6/30 in NYC!
urbanproddovecasting@gmail.com

It's a bit contradictory to advocate for "Real Beauty" (which according to Dove's website works to "free ourselves and the next generation from beauty stereotypes") and then make a bullet point list of all the things that a Dove girl should or should not be. If Dove is attempting to "free" girls and women from "beauty stereotypes" then things like scars, tattoos, beautiful smiles, fitness ("not too curvy not too athletic") should not make a difference in their models.

Since Friday, the original ad has been removed from Craigslist.

Via The Cut

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3 Responses to “No Scars Allowed”

  1. BENBASS says:

    Considering that the same company that owns Dove also owns Axe (Unilever), it’s not really surprising. The ads are done by the same marketing people.

  2. Mish Mish says:

    Agreed, but the Axe ads don’t pretend to be something they are not. To me, faking “real beauty” is almost more dangerous and damaging to young female viewers than blatant idiotic misogyny.

  3. Unilever is HUGE, and the mandates for the brands are quite different, so I’m not sure they’d have the same agency taking care of both (they certainly don’t have one PR company covering all their brands). I can’t believe they’d be so dense as to put the bolded line down in writing. Surely they knew it would be called out and forwarded across the internet? They were going to choose who they wanted anyway, so making all their criteria, however shallow, blatant was a dumb move.

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