Dove was a major part of our discussion about the objectification of women in the media. The brand is launching its next attempt to change the conversation about beauty standards. The #SpeakBeautiful campaign will begin during the Oscars, an event during which many women take to social media to negatively compare themselves to celebrities. Dove will use a tool that tracks negative keywords and then employees will use random Twitter accounts to respond positively to these Tweets.
This is an important campaign for both Dove and Twitter to be involved in. It is essentially an extension of The Campaign for Real Beauty that Dove used to spread more realistic and attainable beauty standards for women. For Twitter, a platform that receives plenty of criticism for allowing negative sentiment to spread, this campaign will let the brand position itself as one attempting to make positive changes.
Dove has plans to continue this campaign for the next year. I am curious to see how successful it is, as The Campaign for Real Beauty received some criticisms. Unilever owns Dove, but it also owns brands like Axe, which are known for running pretty sexist ads. Additionally, Dove boasts its attempts to reject traditional standards of beauty, all while selling products that are designed to make women more beautiful.
This is not to say that the brand’s attempt to boost the self esteem of Twitter users is a bad thing, I just have to be a bit cynical and bring up the end goal for every brand: to sell. Although this campaign may not sell any particular Dove products, it enhances the reputation of the brand, a factor that many consider when making purchases.