Love Your Body
I am sure that everyone has seen the social media campaign Love Your Body, created in 1998, which encourages women to love the body they have. In the past decade or so there has been a huge change in the perception of women bodies. While one could argue that women are being told by the media that the only way to be beautiful is to fit the social construction reality of the ‘perfect’ body. This body is of a women who is young, skinny and with flawless skin and hair. Love Your Body has challenged the media’s ideal of what the perfect body image is and the standards of what is beautiful. Women are so bombarded by this false perception of beauty through the media that it has become very difficult to ignore. However, there are a few companies that have jumped aboard this trend of smashing this ideal.
According to Love Your Body campaign, “every day, in so many ways, the beauty industry (and the media in general) tell women and girls that being admired, envied and desired based on their looks is a primary function of true womanhood. The beauty template women are expected to follow is extremely narrow, unrealistic and frequently hazardous to their health.”
So what can be done?
The Love Your Body campaign is using social media as a vehicle to spearhead their campaign to expose this unrealistic perception of women in the media. They are effectively using social media to undermine the media. But what value is there when the media uses this new social media attitude in their own marketing. Are they truly advocating against this perception of the ‘perfect’ body or merely using this as a marketing technique to sell their products and to attract customers?
The Dove ‘Real Beauty’ Campaign was launched in 2004 and their mission was to challenge stereotypical beauty in the advertisements. Dove uses real women with different shapes, sizes and ethnicities. Their ads are real and personable much like their product. Does ‘Real Beauty’ come from using real products like Dove?
Victoria’s Secret campaign ‘Perfect Body’ tried in vain to highlight that their bras and panties were designed for different bodies. Their campaign came under fire since there was little variety with the women they used.
Special K has created ‘I hate my body” moment that showcases women of different sizes, shapes and ages working out and having fun. The ads are motivating and empowering but the bottom line is that Special K has been marketed in the past as a diet cereal which ultimately undermines their ads telling women to love their bodies.
Love your body campaign – taken hostage by the media?