Introduction and overall evaluation The Dove 2004 campaign was a step in the right direction. Not only did women get a chance to challenge standards of beauty through advertisements, but they engaged in conversations about the same in various forums. Many women are highly apprehensive about their bodies, and these insecurities often start in school. Therefore, it was laudable that Dove sponsored self esteem workshops for school girls. The cosmetic industry’s definition is quite narrow. Therefore, the campaign was an attempt to expand this definition beyond stereotypes. The numerous photographs the company displayed in the campaign sent the message that beauty is attainable and unique to an individual. On that basis, it was indeed reasonable for the company to pursue such a strategy. As a leading consumer products retailer, Dove has the resources and the marketing advantage to change the conversation on beauty. It can make images of female beauty a celebration of women’s diversity rather than an endorsement of one narrow representation of the same. Critics affirm that Dove has no right to use moral marketing because some of their products contradict this message. For instance, the organization sells anti-wrinkle cream, yet its advertisements try to pass old women as beautiful and acceptable. Furthermore, it retouched the so-called real women that were involved in the campaign. The question one must ask is whether women should keep buying beauty products from conventional advertisers, who contribute towards unrealistic standards of beauty, or buy them from those that embrace non stereotypical beauty. Women want consumer products to enhance their beauty. Sometimes this may involve eradication of spots or wrinkles. Therefore, critics should not crucify Dove for this. After all, it is a for-profit organization that must sell products. It is quite possible for a company to market itself as an ethical one. Once the idea is entrenched in people’s minds, then customers would purchase Dove’s products. The organization can tackle some of the negative fallout from the campaign by playing by its own rules. If it is criticizing other organizations for retouching their models, then it should not do the same; all models must be completely natural. Furthermore, the company should not just promote self esteem in North America and do the opposite in other countries. Dove’s real beauty campaign must be in tandem with other messages that it is spreading around the world. Campaign critique The first impression The first impression of the material was that it was different – even defiant. The nude images of unconventionally attractive women were quite arresting. One immediately wants to know what the advertisements are about. Clearly, when it comes to attention-grabbing, this campaign was on point. Other than that, they seem to be saying something different from conventional advertisers. They are not causing self doubt among women by displaying impossible ideals. At surface value, the campaign seems brave and noble. The viral videos that feature teenagers and how they feel about their bodies are also quite extraordinary. Some of the girls felt skinny, yet their features were nowhere