Dove: reinvindicando la "belleza real" para recuperar la autoestima de las mujeres

Abstract

Dove focuses its Corporate Social Responsibility in fighting against the stereotypes of beauty that prevail in the society and in changing the thought of the women so that they love as they are. This is the spirit that inspires its campaign, “For the real beauty”, initiated in the year 2004. Since then the campaign has been prospering with numerous videos aimed to make aware people of the negative effects that have the current beauty stereotypes in the self- esteem of women. To verify the impact of this campaign between the Spanish women, we have developed a qualitative quantitative study. The results indicate a low awareness of the campaign and show that, between the investigated women, premium the idea that the positive effects of the campaign are short lived. Despite this, we believe that this campaign is very necessary to respond to the enormous pressure from the industry of fashion and beauty for women to show always perfect.